TL;DR: On December 3, 2025, Google replaced the Q&A feature in Google Business Profiles with AI-powered “Ask Maps” linked to Gemini. If your profile is empty or outdated, you’re invisible to the AI recommending professionals to potential clients. Here’s your 4-step survival plan to fix your Google Business Profile for 2026, and why most of your competitors aren’t doing this yet.
What if I told you that Google just made it possible for clients to ask AI questions about you, and your Google Business Profile controls the first answer they see?
On December 3, 2025, Google replaced the Q&A feature in Google Business Profiles with something far more powerful: an AI-powered “Ask” button linked directly to Gemini.
Click it, and potential clients can ask things like:
- “Does this loan officer help self-employed buyers?”
- “What do people say about this photographer’s turnaround time?”
- “Does this real estate agent work with first-time buyers?”
And here’s the part most professionals are missing: The AI answers those questions by scanning your Google Business Profile before your website or social media. Why is this important? If you optimize your profile now, you have the ability to control the narrative before a client ever speaks to you.
For years, we’ve treated Google Business Profiles like afterthoughts. Something you set up once and ignored. But Google just turned your profile into the primary AI training manual for how clients research you.
This works whether you’re a loan officer, real estate agent, photographer, or any service professional with a local presence.
I’m going to show you exactly how this works and the four steps to own your AI visibility in 2026.
What happened on December 3rd (and why you should care)
Google replaced the traditional Q&A section with a button that says “Ask.” Click it, and you’re talking directly to Gemini. Let me show you how this works outside the professional services world first.
Say you’re looking for an Italian restaurant within five miles and you find one that looks promising. Before December 3rd, you’d scroll to the Q&A section and hope someone already asked if they have gluten-free pasta or outdoor seating. Now? You don’t scroll, you click “Ask.” You type: “Do they have gluten-free options and outdoor seating?”
The AI doesn’t wait for the owner to reply. It scans the restaurant’s entire digital footprint (their profile, reviews, website) and gives you an instant, conversational answer. The exact same thing now happens with your professional services business.
When a potential client finds you on Google Maps, they can click “Ask” and type:
- “Does this loan officer help self-employed buyers?”
- “What do clients say about this agent’s closing times?”
- “Does this photographer do outdoor family sessions?”
- “Can this attorney help with trademark protection?”
Here’s where it gets critical. If your profile doesn’t have the information to answer that question, the AI will either guess, pull outdated information from somewhere else, or (worst case) recommend your competitor who actually filled out their services section. In an AI-first world, a guess is as good as a “no.”
What is a Core Entity Record (and why you need one now)
Large Language Models like ChatGPT and Gemini are looking for something called a Core Entity Record before they recommend you. Think of it as your “Digital Business Birth Certificate.” It’s the master file containing your full name, brand name, location, and occupation.
Before Gemini risks putting your name in front of a potential client, it checks: Is this a verified entity? Can I trust this source? Your Google Business Profile is that anchor where Google says, “Yes, this is a verified human doing verified work.”
With the new “Ask” button, the AI has taken over the conversation. It scans your Core Entity Record (your profile description, your services, your reviews) instantly. If your record is empty, the AI has zero confidence to recommend you.
This ties directly to what I teach in my GEO Visibility Flywheel framework. The first step is “Ask” (understanding what questions your ideal clients are asking AI). The second is “Answer” (making sure the AI can find your answer). Your Google Business Profile is where that answer lives. Without it, you’re skipping the first two steps entirely.
Why your “set it and forget it” strategy just became a liability
Here’s the thing most professionals don’t understand yet. We’ve been playing by traditional SEO rules. Optimize your website. Get backlinks. Hope Google ranks you on page one. That game is changing fast.
Welcome to Generative Engine Optimization (GEO).
Your Google Business Profile used to be a digital business card. Something you filled out once to show your address and phone number. Now it’s an AI training manual.
When someone clicks “Ask,” the AI doesn’t guess; it scans your Core Entity Record like it’s looking for proof that you’re worth recommending. And if your profile says “Photography Services” or “Mortgage Loans” or “Real Estate” with no other context? The AI moves on.
You’re literally hurting your business by not owning this space. You’re giving up control of the narrative the AI sees before a client ever speaks to you.
Here’s the good news: Your competitors likely aren’t doing this ‘yet’. Most professionals I speak with think their Google Business Profile is something their assistant set up years ago and never touched again.
That’s your window.
Your 2026 visibility survival plan
If you want to own your visibility in 2026, here are the four steps you need to take this week.
Step 1: Claim your “person” entity
You need an individual Google Business Profile that you own. Not your office’s profile with your name buried in a list of agents or advisors. Not your company’s page. Your profile. Why? Because when AI scans for entities, it’s looking for a verified individual. If you’re buried inside a branch listing, the AI sees the branch, not you.
Go to Google Business Profile. Verify that you own your listing. If you don’t have one yet, create it. Use your full legal name (not just a first name or your company name). This is your Digital Business Birth Certificate.
Step 2: Optimize your Services section
Don’t just list your job title. Use words that work. Describe the transformation. Mention your specific niche.
Here’s what I mean:
For Mortgage Professionals:
❌ “Residential loans” ❌ “Home financing” ❌ “Purchase and refinance”
✅ “I help self-employed entrepreneurs buy their first home without traditional W-2s” ✅ “I specialize in VA loans for veterans transitioning to civilian life in Montana” ✅ “I work with next-gen homebuyers who want a loan officer who actually responds to texts”
For Real Estate Agents:
❌ “Residential real estate” ❌ “Buyer and seller representation”
✅ “I help corporate relocations find homes in Austin within 30 days” ✅ “I specialize in selling luxury mountain properties in Montana”
For Photographers:
❌ “Portrait photography” ❌ “Wedding and family photos”
✅ “I photograph adventurous couples who want their wedding day to feel like them, not a magazine” ✅ “I specialize in outdoor family sessions for parents who want real moments, not stiff poses”
See the difference?
The first set could describe anyone. The second set tells the AI (and your ideal client) exactly who you serve and how you help them. When someone asks, “Does this professional work with [specific client type]?” the AI scans your services section. If the words are there, you get recommended. If they’re not, you very likely won’t. It’s that simple.
Step 3: Feed the machine with review replies
Here’s something most people miss: Five-star reviews build human trust. But for AI trust, we need words.
And here’s the nuance that matters: After the AI scans your profile, it looks at your reviews next for social proof. If 50 reviews mention your expertise with self-employed buyers, that reinforces what your profile claims. But if your profile says “VA loans” and your reviews only talk about refinances, the AI notices the disconnect.
When you reply to a client review, don’t just say “Thanks!”
Say this:
Mortgage: “Thanks for trusting me with your VA loan in Kalispell. I’m so glad we could get you into your dream home before the holidays.”
Real Estate: “Thanks for choosing me to sell your home in Bozeman. Working with relocating families is exactly why I love what I do.”
Photographer: “I’m so glad your engagement photos captured the real you. Working with adventurous couples is my favorite work.”
You just tagged your Core Entity Record with specific, searchable information. You mentioned your specialty. You mentioned your location. You tied it to a real client experience. Now when the AI scans your profile and someone asks about your expertise, it has proof.
Reply to every review with specific details about what you helped that client accomplish. You’re not just being polite. You’re training the AI and reinforcing your profile claims with evidence.
Step 4: Google Posts are your new data feed
Since Q&A seeding is dead, your weekly Google Posts are how you tell Gemini what you know.
Here’s your 10-minute weekly workflow:
Pick one question your ideal client asks. Write a short answer (150-200 words). Post it.
Examples for Mortgage Professionals:
- “Can I buy a house if I’m self-employed?”
- “What credit score do I need for a VA loan?”
- “How long does it take to close on a purchase in this market?”
Examples for Photographers:
- “What should we wear for our outdoor family session?”
- “How long after our wedding will we get our photos?”
- “Do you help with posing or should we hire a coordinator?”
Examples for Real Estate Agents:
- “How much should I offer over asking in this market?”
- “What repairs should I make before listing my home?”
- “How long does it take to close on a house in [your city]?”
These posts feed the “Ask Maps” AI. When someone types a question, Gemini scans your posts looking for trusted answers. Your posts create the data the AI needs to recommend you with confidence. Do this one post per week, that’s it.
This is just one piece of your Brand Brain
Your Google Business Profile is critical, but it’s part of a larger system.
If your messaging is scattered across platforms, or your AI assistants don’t actually know your voice yet, optimizing your profile only gets you halfway there. Building a powerful personal brand takes time, skill, intentionality, consistency, and commitment.
But this shift? This is your competitive advantage for 2026.
The professionals who figure this out now (who claim their person entity, optimize their services, reply to reviews with intention, and post weekly answers) are the ones who show up when clients ask AI for recommendations.
You’re not just a dot on a map anymore. You’re a trusted authority.
Your Questions, Answered
Q: What is a Core Entity Record? It’s your verified digital identity (full name, brand name, location, occupation). Think of it as your “Digital Business Birth Certificate” that AI uses to confirm you’re a trusted source before recommending you.
Q: Why does my Google Business Profile matter for AI search? Your GBP is the primary source AI tools like Gemini use to verify who you are and what you do. With the new “Ask Maps” feature, potential clients can ask questions about you directly, and AI answers by scanning your profile first.
Q: What happens if I don’t optimize my profile? The AI will either skip you, guess at answers (which could be wrong), or recommend a competitor who actually defined their services.
Q: How much time does this take? Initial setup: 30-60 minutes to claim your entity and optimize services. Weekly maintenance: 10 minutes for one Google Post answering a client question.
The Takeaway
The rules changed and most professionals aren’t aware of it yet. Now you have the 4-step plan to own your AI visibility in 2026. Start with step one today (claim your person entity). Then work through the rest this week. Your future clients are already asking AI about you. Make sure it knows how to answer.
Want the full breakdown? I recorded a complete episode of AI After Hours walking through this shift and what it means for your business. Listen here.
Ready to build your complete Brand Brain for 2026? My Brand Builder framework helps you turn your authentic story into an AI-ready system that drives revenue while you sleep. More than just optimizing your Google profile, it’s about creating congruence across every platform so you show up the same way everywhere. Explore Brand Builder or book a discovery call.
Get weekly AI strategy in your inbox. Subscribe to the AI After Hours newsletter for practical tips on using AI without losing your humanity. Subscribe here.
About Katie Shive
Katie Shive is a personal branding strategist and AI consultant specializing in helping professionals develop authentic, differentiated messaging. Creator of the Brand Builder framework and the GEO Visibility Flywheel, Katie helps professionals build powerful personal brands that show up in AI search tools like ChatGPT and Perplexity. With over 8 years in the mortgage industry and 15 years in marketing (including 6 years at Guild Mortgage supporting top producers), Katie brings deep industry expertise to her coaching and consulting practice. She is the founder of KS Marketing, host of the AI After Hours podcast and LinkedIn newsletter, and co-host of the Redeeming Her podcast. Based in Kalispell, Montana, Katie teaches professionals to use AI strategically while maintaining human-centered content that builds trust and drives revenue.
Comments +