As USF Embraces AI, Local Business Marketing Is Changing Too

By Sam Bertini, M.S., B.S. | July 24, 2026

Photo Credit: Business Observer

The University of South Florida has been making headlines for its continued investment in artificial intelligence. From expanding AI research to introducing new leadership focused on innovation, USF is positioning Tampa Bay as a growing hub for AI education, technology, and business.

That story doesn't stop at the university.

Artificial intelligence is already changing how people research businesses, compare companies, and decide who deserves their phone call. Whether someone is searching through Google AI Overviews, asking ChatGPT for recommendations, using Gemini to compare services, or exploring answers in Perplexity, AI has become another way customers discover local businesses.

For business owners, this shift represents one of the biggest changes to online visibility since Google became the primary search engine.

What USF's Investment in AI Means for Tampa Businesses

When a major university invests heavily in artificial intelligence, it sends a message about where technology is heading.

USF's continued focus on AI will influence students entering the workforce, entrepreneurs launching new companies, healthcare organizations, manufacturers, engineering firms, and countless other industries throughout Tampa Bay. As more professionals become comfortable using AI every day, those habits naturally extend into how they research products and services.

Searching online is becoming more conversational.

Instead of typing "website designer Tampa," someone may ask:

"Who builds websites that help local businesses generate more leads?"

Instead of searching "marketing company near me," they might ask:

"Who has the best reputation for helping contractors grow in Tampa?"

Those questions produce different types of results than traditional keyword searches. AI looks for trustworthy sources that answer questions clearly and demonstrate genuine expertise.

Customers Are Asking AI Before They Contact a Business

Traditional search hasn't disappeared; it’s just expanded.

A customer might begin with a Google search, read an AI Overview, ask ChatGPT to compare companies, verify information through Google Maps, browse reviews, and visit several websites before reaching out to anyone. Every step contributes to the final buying decision.

Platforms like Google AI Overviews, ChatGPT, Gemini, and Perplexity are designed to summarize information quickly. Rather than presenting a long list of links, they’re looking for reliable content that answers questions with confidence and accuracy.

Businesses that consistently publish helpful information in blogs and social media posts have a better opportunity to become part of those conversations.

AI Still Needs Reliable Sources

Artificial intelligence doesn't invent trustworthy information; it looks for it. Every AI platform relies on content published across the internet to answer questions. That includes business websites, industry publications, local citations, reviews, news articles, and other reputable sources.

When your website contains detailed service pages, educational blogs, frequently asked questions, recent project galleries, and accurate business information, you're giving AI more context about who you are and what you do. Thin websites with only a few pages leave very little information for search engines and AI systems to evaluate. Businesses that invest in educational content create more opportunities to answer customer questions before those questions are ever asked.

Your Website Has Become One of Your Most Valuable Business Assets

Many business owners still think of their website as an online brochure, but today's websites serve a much bigger purpose.

They introduce your company to first-time visitors. They answer common questions, demonstrate experience, showcase completed work. They help customers compare services and support your Google Business Profile. They strengthen your visibility in traditional search results. They also provide the information AI systems use when recommending businesses.

Every page becomes another opportunity to establish authority. That means your website should continue growing alongside your business instead of remaining unchanged for years.

SEO Is Evolving Alongside Artificial Intelligence

Search engine optimization remains one of the strongest investments a local business can make.

Technical SEO helps search engines crawl and understand your website. Local SEO connects your business with nearby customers. Content strategy answers the questions people are actively searching for. Authority building strengthens your credibility across the web.

Those efforts continue improving traditional rankings while also making your business easier for AI platforms to recognize and reference. The goal has never been to write for algorithms, but rather to become the best source of information for the customers you want to serve.

Local Expertise Still Matters

One advantage local businesses have is something AI cannot manufacture:

Experience.

A Tampa business understands the communities it serves because it works with those customers every day. Business owners recognize local challenges, seasonal trends, neighborhood differences, and the conversations happening throughout the region. Someone looking for a marketing studio in Tampa has different priorities than a business owner in another state. The same is true for contractors, healthcare providers, restaurants, manufacturers, and professional service firms.

Sharing local knowledge creates stronger content because it reflects real experience instead of generic advice. As USF helps position Tampa Bay as a leader in artificial intelligence, local businesses have an opportunity to strengthen their own digital presence and become part of the next generation of search.

Building Authority Starts Long Before Someone Becomes a Customer

The businesses earning attention tomorrow are investing in visibility today. That means publishing educational articles, answering common questions, showcasing completed projects, keeping business information current, earning reviews, and creating websites that reflect the quality of the company behind them. Every piece works together to build trust.

When someone asks AI for a recommendation, your business should already have the authority to become part of the answer.

The Way Customers Search Is Changing. Your Online Presence Should Change With It.

USF's investment in artificial intelligence reflects a much larger shift that's happening across Tampa Bay and around the world. AI is becoming part of everyday decision-making, and local businesses that build authority today will be better positioned as those habits continue to evolve.

Whether someone finds your business through Google Search, an AI Overview, ChatGPT, Gemini, or the next platform that enters the market, one thing remains consistent. Businesses that educate, demonstrate expertise, and build trust earn more opportunities to grow.

If your website hasn't evolved with the way people search, now is the time. Tampa Branding Studio helps businesses build authoritative websites, SEO strategies, and educational content that strengthen visibility across Google and today's leading AI platforms. Let's create an online presence that gives customers and AI every reason to recommend your business.

Source: https://www.usf.edu/news/2024/usf-an-industry-leader-in-generative-ai.aspx

• Why is USF investing so heavily in artificial intelligence?

  The University of South Florida is positioning Tampa Bay as a leader in artificial intelligence, cybersecurity, and computing through new academic programs, research initiatives, and industry partnerships. One of the biggest milestones was the creation of the Bellini College of Artificial Intelligence, Cybersecurity and Computing, established through a historic $40 million gift. The investment reflects the growing demand for AI skills across healthcare, finance, engineering, manufacturing, education, and business.

• How could USF's AI initiatives impact businesses in Tampa Bay?

  As USF expands AI education and research, more graduates, startups, and technology companies will bring AI into everyday business operations. Tampa Bay is developing into a stronger technology market, and local businesses will likely see more customers using AI to research companies, compare services, and make purchasing decisions. That makes a credible online presence more valuable than ever.

• How are Google AI Overviews changing local search?

  Google AI Overviews summarize information directly within search results instead of showing only a list of websites. They pull information from trusted online sources to answer questions quickly. Businesses that publish educational content, maintain accurate business information, and demonstrate expertise have more opportunities to become part of those AI-generated summaries.

• Can ChatGPT, Gemini, and Perplexity recommend local businesses?

  Yes. AI assistants regularly help users research local businesses by analyzing publicly available information such as websites, reviews, business listings, articles, and other trusted sources. They don't rely on a single website. They look for businesses that consistently demonstrate expertise and maintain accurate information across the web.

• What makes a business more likely to appear in AI-generated recommendations?

  There isn't a single ranking factor, but businesses generally improve their visibility by maintaining a well-structured website, publishing helpful educational content, strengthening local SEO, earning authentic customer reviews, keeping their Google Business Profile updated, and building authority through consistent online activity. Together, these signals help AI better understand your business and the services you provide.

• Is SEO still important now that AI is changing search?

  Absolutely. SEO remains the foundation of online visibility. Technical optimization, local SEO, content strategy, website performance, and authority building all help search engines understand your business. Those same efforts also improve how AI platforms interpret and reference your website when answering customer questions.

• How can my business prepare for the future of AI search?

  Start by creating a website that answers your customers' questions instead of simply listing your services. Continue publishing educational content, showcase your work with real project photos, keep your business information accurate across every platform, and invest in local SEO. Businesses that consistently build trust online are better positioned for both traditional search results and AI-powered recommendations.

About the Author

Sam Bertini, M.S., B.S.

Sam Bertini is the Founder and Creative Director of Tampa Branding Studio, a Tampa Bay marketing and branding studio specializing in business growth through strategic websites, local search visibility, AI search optimization, and content marketing. She holds a Master of Science in Business Intelligence, and a Bachelor of Science in Marketing, bringing together analytical thinking, creative strategy, and a deep understanding of how businesses build authority online.

Sam works with organizations across a wide range of industries, helping them strengthen their digital presence, improve discoverability, and position themselves for long-term success in an increasingly AI-driven search landscape. Beyond client work, she writes extensively about Tampa Bay business news, local economic development, branding, search marketing, entrepreneurship, and the technologies shaping the future of customer discovery.

Areas of Expertise: Business Growth Strategy, Branding, Website Design, Local SEO, AI Search Optimization (AEO/GEO), Business Intelligence