Phil RisherPhlash Consulting · No. 1 Digital Marketing Consulting Company For $1m-10m Home Service Businesses 🚀

Search used to put the decision in the customer's hands. #shorts

12 Aug 2026 · 0 min

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0:27

In this short, Phil Risher contrasts conventional Google search with ChatGPT/voice‑search interactions. He explains that on Google, users type a query like “HVAC repair near me,” then browse reviews, ads, and make their own decision. By contrast, when using ChatGPT, users supply all the qualifiers they would normally consider, and the AI returns a single answer it deems appropriate, especially via voice where the interaction feels conversational. Risher argues that because AI platforms deliver answers directly, businesses must proactively train these systems to represent their services accurately, ensuring the AI’s response aligns with the business’s offerings.

This is the difference. On Google search, you type in HVAC repair near me, then you make the decision. You scroll through the reviews, you read the reviews, you're looking at the ads, you're making the decision. In ChatGPT, you're giving it all the qualifiers that you would normally look for, and then it's giving you the result that it thinks that you would want. This is why you have to train these platforms on your business. If you use the voice search in ChatGPT, it allows you to get it all out and just talk to it like a friend, because it's much different than people deciding themselves. They're literally asking it for the answer.