The AI Discovery Funnel: How People Find Businesses Without Googling and How Your Business Can Get Recommended

People haven’t stopped using Google, but a growing chunk of discovery now happens inside chatbots and AI-assisted search. In fact, according to the Reuters Institute (2025), across 48 countries, 61% people say they have used a standalone generative AI tool (such as ChatGPT), and 34% say they use them weekly - often to summarise information, translate it, get recommendations, and ask questions in a chat-style format.

What’s changed isn’t just where people search. It’s how they decide.

With AI, discovery has become a guided decision process. People start by describing their context, ask for a shortlist, and expect comparisons with clear trade-offs. Then they verify the final options by checking websites, reviews, and proof—rather than doing all the research upfront.

That’s why the funnel is shifting from: search → click to  ask → shortlist → verify

The Stages of the AI Discovery Funnel (and How Your Business Can Get Recommended by AI)

Think of this funnel as the new customer journey when someone uses AI to find, compare, and choose a business. It doesn’t replace search; it compresses it: fewer clicks, faster shortlists, and quicker decisions.

Your goal isn’t to “game” AI. It’s to make your business easy to understand, easy to trust, and easy to verify, so when an assistant is asked for recommendations, you’re a safe, obvious option to include.

Stage 1: The Trigger (Problem Awareness)

This is the moment the customer realizes they have a need, before they’ve chosen a solution or even decided what type of provider they need.

What it looks like in real life

• “We’re getting traffic but no leads.”
  
  
• “Our bookkeeping is a mess, and tax season is coming.”
  
  
• “I need a photographer, but I don’t know what style fits us.”
  
  
• “My skin keeps reacting. What am I doing wrong?”

What changes in the AI era

Instead of starting with “best [service]”, people often start with the problem and ask AI to help define the solution:

• What’s actually going on?
  
  
• What are my options?
  
  
• What should I do first?
  
  
• When do I need a professional?

What to do as a business (so you get picked later)

Create content that meets people at this stage:

• Symptom-to-solution posts: “If you’re experiencing X, it might be Y”
  
  
• Self-diagnosis checklists: “Do you need a bookkeeper or an accountant?”
  
  
• Decision primers: “What results should you expect from a brand designer?”
  
  
• Early warning guides: “5 signs your business needs a CRM”

Mini example (service business)

A salon owner asks AI: “Why are my ads bringing messages but no bookings?”
If you have a clear article like “7 reasons ads don’t turn into appointments (and how to fix each)”, you become a credible source before they even start choosing who to hire.

Key takeaway

At the trigger stage, you’re not selling yet; you’re helping the buyer name the problem and understand what good help looks like. That’s how you earn the right to be on the shortlist later.

Stage 2: The Ask (The New Search)

This is the moment the customer turns their situation into a question, often with context like budget, preferences, location, urgency, and “what I’ve already tried.”

What it looks like in real life

• “I run a small business. What’s the best way to get more leads without spending a lot?”
  
  
• “Can you recommend a bookkeeping service that works with startups?”
  
  
• “What skincare routine works for oily skin with acne?”
  
  
• “Which CRM is simplest for a 3-person team?”

What changes in the AI era

People don’t just ask what exists, they ask for what fits:

• What’s best for my situation?
  
  
• What should I prioritize?
  
  
• What should I avoid?
  
  
• Give me a few options and explain why

What to do as a business (so you get picked later)

Make it painfully easy for AI (and humans) to understand your fit:

• Crystal-clear positioning: “I help X do Y so they get Z”
  
  
• A strong “best for” line: “Best for early-stage startups that need…”
  
  
• Service area clarity: where you operate + remote/in-person
  
  
• Strong FAQs: answer pricing, timelines, outcomes, and requirements

Mini example (B2B service)

A founder asks: “Recommend a marketing freelancer for a SaaS with a small budget.”
If your site clearly says who you help, what you offer, and typical outcomes, you’re easier to recommend than someone with generic “growth expert” copy.

Key takeaway

At the ask stage, customers reward clarity. If your niche and offer are fuzzy, you won’t match the question, even if you’re great.

Stage 3: The Shortlist (The First Filter)

This is when the customer (or the AI) narrows the options to a few candidates worth considering.

What it looks like in real life

• “Give me your top 3 options.”
  
  
• “Who should I talk to first?”
  
  
• “Which one is best for my budget and timeline?”
  
  
• “Show me alternatives.”

What changes in the AI era

Instead of browsing 20 websites, buyers often begin with a shortlist and work backwards: less browsing, fewer calls, and faster elimination.

What to do as a business (so you get picked later)

Create pages that “earn” shortlist inclusion:

• Dedicated service pages (not one vague “services” page)
  
  
• Industry/use-case pages (“for restaurants”, “for startups”, “for brides”, etc.)
  
  
• Clear proof of fit: portfolio, case studies, outcomes, before/after
  
  
• A simple process: how it works in 3–5 steps

Mini example (local service)

Someone asks: “Best event planners in my area for small, intimate weddings.”
Planners with clear packages, galleries, and reviews get shortlisted fastest because the buyer can quickly see if it fits.

Key takeaway

Shortlists are built on “obvious fit.” Your content should make it easy to say: Yes, that’s exactly what they need.

Stage 4: The Explanation (Why You?)

This is where the customer wants reasons, why you’re recommended, why you’re different, and why you’re safe to choose.

What it looks like in real life

• “Why are they the best option?”
  
  
• “What’s the difference between these two?”
  
  
• “What results can I expect?”
  
  
• “How do I know they’re legit?”

What changes in the AI era

If AI recommends you, it will often pull a “because…” from what it can find, so your proof needs to be specific, not fluffy.

What to do as a business (so you get picked later)

Feed the “because”:

• Case studies with outcomes: result + timeframe + what you did
  
  
• Testimonials with specifics: “increased bookings”, “saved time”, “got approved”
  
  
• Credibility markers: certifications, partnerships, media mentions, awards
  
  
• Your method/process: not jargon - clear steps and what clients get

Mini example (consultant)

A client asks: “Who can help us build a sales process that actually works?”
If you have a case study like “Took close rate from 12% to 22% in 8 weeks”, you find it easy to justify.

Key takeaway

At this stage, you win with proof, not promises.

Stage 5: The Verification (Human Double-Check)

This is when the customer checks if reality matches the recommendation.

What it looks like in real life

• Scanning your website for consistency and clarity
  
  
• Reading reviews (especially the negative ones)
  
  
• Checking your portfolio/social proof
  
  
• Looking for pricing, process, and red flags

What changes in the AI era

AI gets you considered, verification gets you chosen.

What to do as a business (so you get picked later)

Reduce friction and doubt:

• Consistent info everywhere (name, location, services, contacts)
  
  
• A strong portfolio (with context, not just pretty photos)
  
  
• FAQs that answer objections (pricing, timelines, refunds, guarantees, etc.)
  
  
• Transparent expectations (who it’s for, who it’s not for)

Mini example (beauty/health service)

If AI recommends a clinic but the website has no credentials, no pricing guidance, and outdated info, the customer bounces, even if the service is good.

Key takeaway

Verification is where trust is built (or broken). Make it easy to confirm you’re the right choice.

Stage 6: The Action (Contact / Book / Buy)

This is the moment the customer decides: “Okay, I’m doing this.”

What it looks like in real life

• Booking a call
  
  
• Filling a form
  
  
• Sending a WhatsApp message
  
  
• Buying or subscribing

What changes in the AI era

Because the shortlist is smaller, each click matters more. Any friction can push the customer to the next option.

What to do as a business (so you get picked later)

Make action effortless:

• One clear CTA per page
  
  
• A “what happens next” section
  
  
• Fast contact options (form + email + phone + WhatsApp, as appropriate)
  
  
• Simple intake question set (not 20 fields)

Mini example (agency)

If your site says “Book a consultation” but doesn’t show availability, pricing range, or what they’ll get, people hesitate. If you clarify those, conversions rise.

Key takeaway

The best marketing is a smooth next step.

Stage 7: The Feedback Loop (Reviews, Mentions, Fresh Proof)

This is what keeps you showing up over time.

What it looks like in real life

• Clients leave reviews
  
  
• People mention you on social or in communities
  
  
• Partners link to you
  
  
• You publish new work/results

What changes in the AI era

Your “recommendability” improves when your proof stays fresh and consistent across the web.

What to do as a business (so you get picked later)

• Ask for reviews that include specifics (what changed, timeframe, outcome)
  
  
• Turn wins into mini case studies
  
  
• Keep key pages updated (services, pricing guidance, FAQs)
  
  
• Build credible mentions (partners, guest posts, directories)

Mini example (local business)

A service with steady recent reviews is easier to trust than one with great reviews from 3 years ago and silence since.

Key takeaway

AI recommendations compound. The more consistent proof you publish, the easier it becomes to get shortlisted again and again.

How to Build an “AI-Recommendable” Business (Practical Checklist)

The businesses that get recommended most consistently tend to do three things well: clarity, proof, and consistency.

1) Clarity: make your business easy to understand in 10 seconds

On your homepage (and at least one core service page), clearly state:

• Who you help (industry, role, or audience)
  
  
• What you help them do (the job-to-be-done)
  
  
• The outcome (what success looks like)
  
  
• Where you operate (location/service area or “remote”)

Example (template)

 “I help [audience] achieve [result] through [service] in [location/region].”

2) Proof: give “because…” material

AI (and humans) trust specifics. Add proof that can be repeated without guessing:

• 2–5 mini case studies (problem → action → result → timeframe)
  
  
• Testimonials with specifics (“what changed”, “how long it took”)
  
  
• A clear portfolio (with context captions)
  
  
• Credentials, partners, certifications (where relevant)

3) Consistency: remove contradictions across the web

If your business details conflict across platforms, trust drops. Make sure these match everywhere:

• Business name
  
  
• Phone/email
  
  
• Location/service area
  
  
• Core services
  
  
• Hours (for local)
  
  
• Your “about” story and positioning

4) Coverage: create pages that match real questions

Build pages that map to the prompts people actually ask:

• “How to choose a ____”
  
  
• “____ vs ____”
  
  
• “Best ____ for ____ (by use case)”
  
  
• FAQs that answer: pricing, timelines, what’s included, guarantees, requirements

5) Conversion: make the next step effortless

Once you’re shortlisted, friction kills deals. Add:

• One clear CTA per page
  
  
• Booking link or simple contact form
  
  
• “What happens next” section
  
  
• Response time expectation (“Replies within 24 hours”)

Key takeaway

You don’t need to chase every platform. You need to be easy to summarise (clarity), easy to justify (proof), and easy to confirm (consistency).

FAQs: Getting Recommended by AI (Practical Answers)

1) How do I know if AI is recommending my business?

Run a simple “AI audit” using real customer-style questions:

• “Recommend a [your service] for [your audience] in [your city/country].”
  
  
• “Who is best for [specific use case] and why?”
  
  
• “Top 3 options under [budget range].”

Look for three things:

1. Do you appear at all?
   
   
2. Is the description accurate? (services, location, pricing, specialty)
   
   
3. Does it mention proof? (reviews, outcomes, credentials, case studies)

If it’s wrong or missing, that’s your to-do list.

2) What makes AI recommend one business over another?

Most of the time, it comes down to:

• Clarity: AI can quickly tell what you do, who you’re for, and where you operate.
  
  
• Proof: there are specific outcomes, reviews, case studies, or credentials to justify “because…”
  
  
• Consistency: your details match across your website and profiles (no conflicting info).

If you want to win, don’t just say you’re “the best”- make it easy to verify.

3) Do I need to be famous or have PR to show up?

No. PR helps, but you can be recommended without it if you have:

• A strong service page
  
  
• A few detailed testimonials,
  
  
• Real examples of work (portfolio/case studies)
  
  
• Consistent business info across platforms.

In many niches, “clear + credible” beats “popular but vague.”

4) Will AI replace SEO?

Not really. What’s happening is that search is becoming AI-assisted. People still verify with websites, reviews, and trusted sources, but AI is increasingly the first filter that decides what gets considered.

So the goal is: SEO + AI clarity: write for humans, structure for machines, and prove your claims.

5) What should I update first if I want results quickly?

Start here (fastest wins):

1. Homepage: who you help + what you do + where you operate + proof
   
   
2. One core service page: process, outcomes, FAQs, pricing guidance
   
   
3. Testimonials: add specifics (result, timeframe, what they liked)

These three changes alone can dramatically improve how accurately you’re described and your chances of making the shortlist.

6) Why does AI describe my business incorrectly?

Common causes:

• Your site is vague (“solutions”, “quality service”, “we do everything”)
  
  
• Key facts are missing (location, services, audience, pricing guidance)
  
  
• Your info conflicts across platforms (different services/addresses/names)
  
  
• Old content is outranking new content (outdated pages still live)

Fix it by tightening your positioning and updating the pages AI is most likely to read: homepage, services, about, FAQs.

7) What type of content helps most for AI recommendations?

Content that answers real decisions:

• “How to choose a ____”
  
  
• Comparisons: “____ vs ____”
  
  
• Use-case pages: “Best ____ for ____”
  
  
• FAQs: pricing, timelines, what’s included, who it’s for/not for
  
  
• Case studies: problem → action → measurable result

This content gives AI language it can safely reuse.

8) How many reviews or case studies do I need?

There’s no magic number, but aim for:

• 3-5 case studies (even mini ones are fine)
  
  
• 10-20 solid reviews/testimonials with specifics (better than 100 generic “great service!”)

Specificity matters more than volume.

9) If I’m a local business, what matters most?

Local clarity + trust:

• Consistent name/address/phone and service area
  
  
• Updated hours
  
  
• Lots of recent reviews
  
  
• Clear offerings (what you do and don’t do)
  
  
• Pictures/portfolio that match the service

Local buyers verify hard, make it easy.

10) What’s the simplest way to become “AI-friendly” without sounding robotic?

Write like a human, but structure like a guide. Here is how to write if you want AI to recommend your business:

• Use clear headings
  
  
• Write direct definitions (“X is…”, “Best for…”, “You’ll get…”)
  
  
• Include examples and results
  
  
• Add FAQs that mirror customer questions

You’ll sound more confident, not robotic.

11) How to Measure if AI Recommends You

If you want to track visibility over time (instead of guessing), tools like LLMrefs can help monitor how often your brand appears in AI answers across different assistants. 

If you’d rather keep it simple, you can still do a monthly manual test with 10 real customer-style prompts and note whether you appear and whether the description is accurate.

About the Writer

I’m Faith Sayo, a writer and communications specialist who helps businesses turn what they do into messaging that people (and now AI tools) can actually understand.

This blog was born from a simple pattern I kept seeing: great businesses with vague websites. Not “bad” websites, just pages full of safe phrases like quality service, tailored solutions, we’re passionate, and we do it all. Humans skim past it, AI can’t confidently summarise it, and the business gets left out of the shortlist.

My work sits at the intersection of clarity, credibility, and conversion:

• Clarity: positioning that makes it obvious who you help and what you’re best at.
  
  
• Credibility: proof-driven writing (case studies, outcomes, testimonials that say something real).
  
  
• Conversion: copy that leads people smoothly from “this sounds right” to “let’s talk.”

If you’re trying to show up when someone asks AI, “Who should I hire?” or “What’s the best option for my situation?” this is the kind of writing that makes the difference.

Conclusion + What’s Next (and How Write2Rank Helps)

AI hasn’t replaced search. It has changed the front door. More people begin with a question, expect a shortlist, and then verify what they’ve been told. The businesses that win aren’t necessarily the biggest; they’re the ones that are easiest to understand, easiest to trust, and easiest to confirm.

If you take one thing from this post, let it be this: AI recommendations don’t reward hype. They reward clarity + proof + consistency.

What you can do next (quick wins)

• Tighten your homepage positioning (who you help, what you do, where you operate, outcome)
  
  
• Strengthen one key service page with process + FAQs + proof
  
  
• Publish 2-3 mini case studies with measurable results
  
  
• Make your online info consistent across platforms

Where Write2Rank comes in

That’s exactly what Write2Rank is built for: helping you write in a way that’s not only persuasive for humans, but also easy for AI to summarise and recommend. Whether you need better service pages, FAQs that match real buyer questions, or proof-led case studies, Write2Rank gives you the structure and language to earn a spot on the shortlist and convert once people verify.

Talk to Write2Rank here:

• Call/WhatsApp: +254 705 721 010 or +254 736 382 424
  
  
• Email: hello@write2rank.co.ke
  
  
• Or: fill in the contact form on the website