AI search tools like ChatGPT and Perplexity can recommend local tradespeople — but they work very differently from Google. We tested all three side by side for real UK trades queries to see what each returns, how accurate they are, and what it takes to be the business that gets recommended.
The test
We asked the same question across three platforms: "Can you recommend a good plumber in Leeds?" We also tested with electricians, roofers, and locksmiths across three UK cities. Here's what we found.
What Google returns
Google gives you a map pack with 3 local businesses, followed by a page of organic results, directories, and ads. You get options — usually dozens of them. You then have to click through, compare websites, read reviews, and make your own decision. It's comprehensive but time consuming.
The businesses in the map pack are there because of their Google Business Profile, reviews, and local SEO. It's a well understood system that's been around for years.
What ChatGPT returns
ChatGPT names one to three specific businesses, explains why it's recommending them, and sometimes includes their website or phone number. No ads, no sponsored results, no list of 50 options to sort through. Just a direct answer.
The results are surprisingly specific. In our tests, ChatGPT recommended real businesses with real addresses. It cited reasons like "highly rated on Google reviews", "established for over 20 years", or "recommended on Checkatrade."
But here's the catch: the results aren't consistent. Ask the same question five times and you might get different businesses each time. And some of the recommendations were out of date — one business had closed 6 months ago. AI models don't update in real time.
What Perplexity returns
Perplexity sits somewhere between Google and ChatGPT. It gives you a written answer with specific recommendations, but it also shows its sources — the websites and articles it pulled the information from. You can click through to verify.
For local trades, Perplexity often pulls from Checkatrade, Yell, TrustATrader, and local blog posts. This makes it more transparent than ChatGPT and often more accurate for local queries.
The comparison
| ChatGPT | Perplexity | ||
|---|---|---|---|
| Results format | Map + list of links | 1–3 named recommendations | Written answer with sources |
| Ads present | Yes, often dominate | No | No |
| Real time data | Yes | Mostly no | Partially (web search) |
| Accuracy for local | High | Variable | Good |
| User effort needed | High (compare options) | Low (just a name) | Medium |
| Competition level | Extremely high | Almost none | Almost none |
So can AI replace Google?
Not yet. Google is still more reliable for real time, location specific queries. AI tools sometimes recommend businesses that have closed, give inconsistent results, or miss obvious local options entirely.
But that's changing fast. AI tools are getting better at local search with every update. And the behaviour shift is already happening — people are using ChatGPT for these queries even when Google might give a better answer, because the experience is easier. One recommendation from a trusted AI beats scrolling through a page of ads and links.
What this means for your business
You need to be visible in both worlds. Keep your Google presence strong — reviews, Google Business Profile, local SEO. But start building your AI visibility now while the competition is nonexistent.
The businesses that appear in ChatGPT results today got there largely by accident — strong review profiles, press mentions, and directory listings that happened to feed into AI training data. With Generative Engine Optimization, you can do it deliberately.
Want to see how your business performs across all three platforms? Drop us a message with your trade and location. We'll run the test for you and tell you exactly where you stand.