Google Maps’ Generative AI: What You Need to Know

Google just announced that they’re bringing generative AI to Maps to respond to local queries within this app. The idea is that it’ll make discovering places easier and more personal.

The feature is currently in an experimental phase, available only to select “Local Guides” in the U.S., but if the buzz is anything to pay attention to, it’s likely to expand soon.

Here’s the breakdown on what you need to know about generative AI and Google Maps.

Jacqueline Foster

Demand Generation Marketing,

We can count on them to bring new ideas to the table consistently

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What Is Generative AI?

Generative AI refers to artificial intelligence algorithms designed to create new content, such as text, images, music and even code, that resembles human-like creativity.

It learns from vast amounts of data to generate outputs that were not explicitly programmed into it, thus enabling it to produce novel and original content based on the patterns and information it has analyzed.

This capability has a wide range of applications, from automating creative processes to enhancing decision-making systems:


In Google Maps, it uses “large language models” (LLMs) to understand and respond to your natural language queries. This means the system can understand complex, natural language requests and provide relevant responses or actions, making the search process more intuitive and efficient for users.

What Does Generative AI Do in Google Maps?

The core of this innovation lies in AI’s ability to understand complex queries and deliver precise answers.

Whether you’re looking for a café with Wi-Fi or a pet-friendly park, Google Maps can now interpret your needs more accurately and suggest options that best match your query. This capability extends beyond simple keyword matching, using natural language understanding to grasp the search intent and nuances of user requests:

4 Types of Search Intent IG

Instead of just typing keywords, you can now talk to Maps. Ask things like “find me quirky bookstores in Seattle” or “recommend romantic restaurants near me with live music.” The AI understands your preferences and uses data from millions of places and reviews to suggest spots that fit your vibe.

This AI technology also helps in generating more personalized and relevant search results, making recommendations based on user preferences and behavior, and even summarizing reviews and information about local businesses and places.

What’s the difference between traditional search vs. generative search? In a nutshell:

  • Traditional: You type keywords (“best pizza New York”) and Maps shows relevant results. Limited to exact matches.
  • Generative: You ask a natural language question (“Find me pizza with a unique atmosphere in New York”). AI understands your intent and context.
Google Maps Testing AI Generated Answers For Local Guide Questions

Enhancing Local Discovery with AI

This new feature aims to provide more personalized and relevant search results, transforming the user experience from mere navigation to an interactive guide for finding local services and attractions.

Google Maps is revolutionizing how we discover local businesses by integrating these advanced AI technologies.

Let’s take a deeper look at what generative AI does in Google Maps:

  • Natural Language Processing (NLP): AI understands your question, even with slang or specific preferences (“dive bar pizza”).
  • Data Analysis: AI scans its database of 250+ million locations, analyzing descriptions, photos, reviews and user ratings.
  • Recommendation Generation: Based on your question and data analysis, AI generates personalized suggestions, not just keyword matches. It might recommend pizza places with live music, unique decor or hidden gem status, aligning with your desired “atmosphere.”
  • Presentation: It displays results in user-friendly formats like carousels with photos, review summaries and organized categories.

Local Guides and Community Contributions

An exciting aspect of this update is the enhancement of local guides’ contributions. Local Guides are the backbone of Google Maps’ user-generated content, playing a crucial role in keeping information accurate, comprehensive and personalized.

Local guides’ contributions in Google Maps refer to the reviews, ratings, photos and answers to questions provided by users who participate in the Local Guides program:


AI algorithms are now being employed to sift through and highlight the most helpful reviews, photos and tips shared by millions of local guides worldwide. These contributions help improve the map’s accuracy, enrich the content with user experiences, and assist others in discovering new places and making informed decisions about where to go and what services to use.

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The Impact on Local Businesses and Users

For users, Generative AI in Google Maps translates to a more intuitive and satisfying search experience, making it easier to find hidden neighborhood spots and essential services in their vicinity.

For local businesses, Google Maps’ Generative AI means increased visibility to potential customers who are looking for exactly what they offer. Enhanced search capabilities allow for a more nuanced connection between businesses and their target audience, potentially driving foot traffic and improving local economies.

Some of the opportunities local businesses can expect include:

  • Increased Visibility and Discovery: AI’s ability to understand user preferences could lead to targeted recommendations, placing relevant businesses in front of more potential customers.
  • Enhanced Reviews and Reputation: Local guides might be more motivated to contribute quality reviews and photos with the potential for wider reach and impact thanks to AI translation and moderation. Also, AI-driven suggestions for improving review quality could benefit businesses by highlighting key aspects they should emphasize.
  • Engaging with Local Communities: AI-generated challenges and quests for local guides could encourage exploration and documentation of specific areas, potentially benefiting local businesses within those areas. Curated “best of” lists based on local guides’ contributions could highlight hidden gems and undiscovered businesses.

Remember, this technology is in its early stages. Still, there are definitely things that local businesses can do to take advantage of this new development.

Optimize Your Online Presence:

  • Claim and verify your Google My Business listing: An up-to-date GMB listing ensures accurate and complete information about your business appears in Maps searches:


  • High-quality photos and videos: Showcase your ambiance, offerings, and unique aspects with captivating visuals.
  • Encourage positive reviews: Respond to reviews promptly and professionally, address complaints and concerns, and highlight positive feedback.
  • Keep information updated: Ensure that your opening hours, contact details and offerings are accurate and reflect any changes.
  • Use relevant keywords: Strategically use keywords throughout your listing and descriptions to improve chances of discovery.

Engage with Local Guides:

  • Connect with local guides in your area: Build relationships and showcase your business by offering tours, tastings, or special events for them.
  • Encourage reviews and photos from guides: Offer incentives or highlight the value that local guides’ reviews bring to your business and community.
  • Respond to questions and feedback: Actively engage with guides’ questions and feedback to address their concerns and improve their experience.

Be Authentic:

  • Showcase your unique value proposition: What sets you apart? Highlight your story, community involvement, and offerings that resonate with your target audience.
  • Engage with the community: Use social media and online platforms to actively interact with your local community and showcase your involvement.

And, finally, just keep yourself informed about new features and how they might impact your local business.

Consider consulting marketing professionals or digital marketing agencies specializing in local SEO and online presence optimization to help your local business take advantage of this.

Benefits and Limitations of Google Maps Generative AI

The integration of generative AI into Google Maps marks a significant advancement in how users interact with mapping technologies. However, like all new technologies, it’s not without it’s drawbacks.

Let’s take a look at the advantages and challenges associated with its implementation.


  • More relevant findings: You’re more likely to discover places that truly match your desires as you go beyond keywords and describe your ideal place using natural language.
  • Efficient exploration: Save time by letting AI do the heavy lifting of understanding your preferences and filtering options.
  • Discover hidden gems: AI can uncover lesser-known places based on your specific criteria, going beyond popular choices.
  • Conversational interaction: Ask follow-up questions like “Are there any vegetarian options at that pizza place?” for further refinement.
  • Personalized recommendations: The AI learns your preferences and suggests a larger variety of locations.


  • Data bias and fairness: AI recommendations are shaped by the data it’s trained on. If this data contains biases, the results might be skewed towards certain types of places or cater to specific demographics.
  • Lack of explainability: Currently, AI-generated recommendations often lack transparency into the reasoning behind them. Users might not understand why a specific place is suggested, making it difficult to assess its relevance or make informed decisions.
  • Limited understanding of nuance: While AI can handle many queries, it might struggle with complex contexts or subtle nuances in language. Humor, sarcasm or cultural references might be misinterpreted, leading to irrelevant or inaccurate suggestions.
  • Over-reliance on automation: Although AI is great at streamlining tasks, relying solely on automated content generation could neglect the value of human input and unique perspectives. Local guides’ firsthand experiences and local knowledge will still be vital for enriching and personalizing maps.
  • Potential for manipulation: Malicious actors could potentially exploit AI’s learning algorithms to manipulate recommendations or promote specific businesses unfairly. Robust safeguards and monitoring systems are needed to prevent misuse.
  • Privacy concerns: As AI analyzes personal user data and preferences, questions arise about data privacy and user control over their information. Transparency and clear communication about data usage are essential to ensure user trust.

Remember: While generative AI adds a cool layer to Maps, it’s still AI. Be mindful of potential biases and double-check information before venturing out.

Last Word on Google Maps Generative AI

Google Maps’ integration of AI-powered search and discovery features marks a significant leap in how we interact with our local environments.

Local businesses can take advantage of the opportunities presented by Generative AI in Google Maps to make sure they’re discovered by relevant customers and thrive in the ever-evolving landscape of local search. Proactively optimizing your online presence and engaging with your community will position you well to benefit from this exciting new technology.

Just remember that generative AI is still evolving, so patience and adaptability are important!

If you’re ready to level up your online visibility for increased customer reach, Single Grain’s local business SEO experts can help!👇

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