The New Growth Playbook: Winning Customers in the AI Era

Artificial intelligence is changing how customers search for products and services, giving small businesses more opportunities to compete online. As consumers move beyond simple keywords toward detailed, conversational searches and image-based queries, businesses need to rethink how they present their products and themselves to potential customers.

At the 2026 CO—100 Small Business Forum, Barbara Thau, Senior Editorial Director of Features at CO— by U.S. Chamber of Commerce, sat down with Cris Turner, Global Head of Knowledge & Information Products at Google, to discuss how AI is reshaping the marketing playbook. Turner shared practical strategies for improving search visibility, building authentic customer connections, and using AI tools to support business growth.

[Read more: Artificial Intelligence Playbook] 

Detailed product information is essential for AI-powered discoverability

Traditional online searches often involved entering a few keywords and reviewing a list of links. Today, Turner explained, consumers are increasingly asking detailed questions that include their preferences, circumstances, and purchasing needs.

Rather than simply searching for a particular band or album, a shopper might ask a search engine for a gift recommendation for someone who enjoys 1990s alternative music, collects vinyl records, and needs the item delivered within two days. They might even upload a photo alongside the query to help an AI tool understand the recipient's interests.

For small businesses, these increasingly specific searches make accurate, comprehensive online information critical for discoverability.

"The more details you can put on your online website, into your Google Business Profile, into Merchant Center, the better AI will be at matching your product or service to that very, very long query string," Turner said.

For instance, a business that simply describes its products as “pots” may struggle to appear in a highly specific search. Including relevant specs such as size, material, compatibility with different stovetops, inventory availability, and relevant photos gives AI tools more information to match against a customer's needs.

Turner encouraged entrepreneurs to focus less on elaborate marketing language and more on the concrete details that help customers make informed decisions: "You don't need to get flowery and creative with it. You just need to be specific.”

[Read more: How to Improve Small Business AI Search Visibility with GEO] 

Authenticity can help small businesses compete with larger brands

While AI is making online searches more sophisticated, Turner noted that consumers are also placing greater value on authentic, human connections.

After receiving an AI-generated recommendation, shoppers may seek additional reassurance through customer reviews, online communities, or information about the people behind a business. That creates an opportunity for smaller companies whose owners are closely connected to their products, customers, and communities.

"You are your brand and your company, and that has become even more important in the world of artificial intelligence, where shoppers, buyers, want to know you specifically," Turner said.

Unlike larger competitors with substantial advertising budgets, small businesses don't necessarily need highly produced marketing campaigns to build those connections. Turner pointed to the growing popularity of informal, creator-led content and livestream shopping, where consumers respond to relatable personalities who demonstrate products and interact directly with audiences.

"Authenticity isn't glossy. Authenticity isn't shiny with licensed music and all of that. Authenticity is you," he explained.

For small business owners, this could mean sharing behind-the-scenes videos, explaining the story behind their products, or appearing personally in social media content. Combined with accurate product information and strong customer reviews, these efforts can give shoppers another reason to choose a small business over a larger competitor.

Start with business goals, then identify where AI can help

Beyond improving search visibility, Turner highlighted opportunities for small businesses to use Google's tools to better understand customers and make informed decisions.

He shared an example of a local New Jersey restaurant that sells burgers and cuts of meat and has used its Google Business Profile and Google Maps insights to spot local trends, understand neighborhood activity, and support customer acquisition.

[Read more: How Online Businesses Can Create a ‘Local’ Reputation] 

Turner also discussed newly introduced Gemini capabilities designed to help small businesses connect information from existing Google tools, including Business Profile, Maps, and Merchant Center. These integrations can help entrepreneurs bring together business data and explore ways to use it effectively, all without the need for extensive technical expertise.

However, Turner cautioned against adopting AI simply because it is available. Instead, he encouraged business owners to consider their goals before deciding where the technology might be useful.

"Start with what you're trying to achieve; don't start with AI," he said. “AI is not magic pixie dust. AI is a tool. It works for some things, doesn’t work for other things.”

CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.