Google is creating the technical option to connect its own AI assistant to your business profile. You have to set up the link yourself. Once it is active, Gemini accesses real location data, evaluates impressions and search terms, and carries out some tasks directly in the profile. For local visibility this is a relevant step. Managing your Google Business Profile now has a second entry point through chat.
Gemini and Google Business Profile: these features are new
Once the link is in place, Gemini works with your actual business context instead of general internet knowledge. The current feature set covers:
- Performance analysis
Performance metrics such as impressions, website clicks, direction requests and bookings. Impressions are broken down by Google Search and Google Maps, and split by mobile and desktop.
- Search term evaluation
Gemini names the keywords people used to find your profile, including spelling variants and the split between branded searches and generic category terms.
- Comparison across locations
If it has access to several profiles, Gemini puts the metrics side by side in a table and explains the differences.
- Review management
Draft replies in your company’s tone of voice.
- Profile data upkeep
Adjust opening hours and holiday hours, update your description, add products and services.
- Post creation
From the initial idea to the published Google post.
- Pointers to gaps
Missing photos, unanswered questions and empty fields are detected, along with concrete recommendations for action.
Google is also introducing Business Notebooks. This workspace connects your profile, your website and earlier chats, so the assistant keeps the context beyond a single session.
Availability: rolling out since summer 2026
Google announced the integration in June 2026 and has been rolling it out gradually since then. The official documentation still lists restrictions for the European Economic Area. In practice, though, the feature is already usable in Germany, in German, and with access to several locations.
Important before you start: the link only works through the Gemini web app at gemini.google.com. It does not work in the mobile app. Checking whether your account has access takes a few seconds. Simply ask Gemini there for information about your business profile. If you are offered the option to connect, you are good to go.
There are two requirements. You need a personal Google account, as the link currently does not work with a work or education account. And the Gemini setting for saving your activity has to be switched on.
Guide: setting up a performance report for your business profile
Here is how to get from the initial link to a finished analysis in five steps.
1. Connect your profile
Open gemini.google.com and sign in with the Google account you use to access your business profile. Then ask a first question about your profile. Gemini will offer you the link, and the assistant guides you through the rest.
One tip if Gemini does not spot the right app by itself: add @Google Business Profile to your prompt. You can disconnect at any time in the settings for connected apps.
- 2. Ask for performance data
Guide
Start with an open question about reach:
How is the listing for [location name] performing?
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You get total impressions for the past 28 days, plus the split by channel and device.
Gemini's answer
Prompt
How is the listing for [location name] performing?
- 3. Compare locations
Guide
If you manage several profiles, query them one by one and then ask for a comparison:
Compare the performance data for [location A] and [location B] at a glance.
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Gemini creates a table with both locations and names the key differences.
Gemini's answer
Prompt
Compare the performance data for [location A] and [location B] at a glance.
- 4. Evaluate search terms
Guide
Reach alone says little about what you are actually found for. So ask:
Which search terms are driving the impressions for [location name]?
The result shows top keywords with impression figures and separates branded searches from generic category terms.
Gemini's answer
Prompt
Which search terms are driving the impressions for [location name]?
- 5. Derive actions
Guide
To finish, have the findings translated into concrete improvements:
What can I do to improve my performance?
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You can also give Gemini specific instructions:
How do I optimise my profile description for these search terms?
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Gemini delivers a draft that picks up the relevant terms and flags the 750 character limit. Check the text before you publish it. Posts and replies appear under your company name, and AI copy does not always hit your brand tone.
Prompt
What can I do to improve my performance?
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How do I optimise my profile description for these search terms?
The one drawback: Google only connects its own ecosystem
Until now the data sat in separate views. Insights in the business profile dashboard, search terms somewhere else, maps and routes in Maps. Gemini brings these sources together in a single conversation and turns a checklist into a prompt.
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The view stays inside the Google world, though, and there it is limited to your own listings. That is exactly where the feature stops.
The limits of Gemini's analysis: competition and AI search
Gemini describes what happens in your profile. The questions that go beyond your own listing stay open:
- How visible are you compared with the competition at your location?
- Which search terms is the business two streets away ranking for while you are nowhere to be seen?
- What do ChatGPT, Perplexity, Claude and other AI systems say about your company?
- Is your location data correct outside Google too, in Apple Maps, Bing or industry directories?
- How do you keep track of all this across 50, 200 or 800 locations?
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The assistant’s recommendations are solid craft: sharpen your categories, update your photos, collect reviews, post regularly. What is missing is the benchmark. Gemini does not tell you whether your efforts are enough, whether they put you ahead of the competition, or whether the AI systems your customers search in today even know you exist.
Measuring visibility beyond Google
There are two tools for that gap.
Scout is the benchmark monitor for Google and AI search. Scout shows how visible your locations are in LLMs and in Google Search, how you compare directly with the competition, and where you need to act. Not a look inside your own profile, but at the whole playing field.
The central location manager keeps all your location data correct and up to date in one place and distributes it to every relevant directory. With two locations, a chat is enough. With two hundred, you need structure.
Conclusion
Google is moving the management of local presence into its AI assistant. For businesses with one or a handful of locations that is a real relief, and it underlines just how important well maintained location data has become. Because that data increasingly determines what AI systems say about your company.
The next step is to look outwards: at the competition, and at every channel people search in.
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Want to know where your locations stand in AI search? Get in touch with us for a first look at Scout.
