Look, I know I bang on about A.I. a lot—but let me tell you a quick story that really drives home why I do. Yesterday I was texting my sister in law and told her we were heading off to Jacky Jones for some grilled fish and chips. She said she’d never heard of it. Anyway she googled it and then sent me this.
We both had a good laugh—and of course, I had to look it up myself. After a bit of digging, I found that it appears to be something Google AI generated. Google sometimes uses AI to create descriptions for businesses on Google Maps and Search. Jacky Jones has a Google Business Profile, and it looks like the description (and even some menu items) were auto-generated—and wildly off.
Eventually, I found it under “Menu” as shown here and sure enough, the same strange phrases were showing up.
The descriptions were the same for both locations. Including some for the fish.
Flake chewy candies
These are the chips we got (no silicon in sight!)
And for the record the flake my husband had- not chewy candies.
What is the Lesson for Small Business? Don’t Let A.I. Be Your Unintentional Comedian!
As solo business owners, you’re juggling a million things, and sometimes the online presence can feel like one more ball in the air. You might think, “Google will figure it out,” or “My basic information is out there, that’s enough.” But this little adventure with Jacky Jones and the silicon “chips” serves as a potent reminder: you cannot afford to be passive about your online information, especially when AI is increasingly shaping how potential customers find and perceive you.
Here’s a breakdown of the crucial lessons:
- Proactive Management is Non-Negotiable Your Google Business Profile (GBP) is often the first impression many potential customers will have of your business. It’s your digital storefront. Leaving it to chance, or assuming Google’s algorithms will always get it right, is a risky gamble. Just like you wouldn’t leave a physical storefront unkempt or with bizarre signage, you need to actively manage your GBP. This means regularly checking all the information – your address, phone number, opening hours, website link, photos, and yes, your descriptions and menu.
- AI is a Tool, Not a Replacement for You AI can be incredibly helpful for various tasks, but it lacks the nuanced understanding of your unique business, your brand voice, and the specific items you offer. In the case of Jacky Jones, the AI stumbled on a common word and provided a completely irrelevant definition. This highlights that while AI can generate text, it can also generate errors, inconsistencies, and, as we saw, unintentional comedy. You need to be the editor, the curator, and the final authority on what represents your business online.
- Accuracy Builds Trust and Avoids Confusion (and Lost Business!): It’s not a good look nor does it give a good impression.Inaccurate information erodes trust and can lead to missed opportunities. People rely on online information to make decisions – ensure yours is clear, correct, and enticing.
- Menus are Marketing Gold: For food-based businesses, your menu is a key marketing tool. It showcases your offerings, your pricing, and your unique selling points. A generic or, worse, an incorrect menu description is a wasted opportunity to entice customers. Take the time to write or edit compelling and accurate descriptions that make mouths water and clearly explain what you offer. Don’t leave it to an AI that might think “flake” refers to a type of confectionery!
- Regular Audits are Essential: Set a recurring reminder in your calendar (at least monthly depending on your type of business) to review your Google Business Profile and other key online listings. Check for accuracy, consistency, and any bizarre A.I. generated content that might have crept in. It’s a small investment of time that can save you from confusion and potentially lost business.
- Empower Your Visuals: As you rightly pointed out with the picture of the actual chips, visuals are powerful. High-quality photos of your food, your storefront, and your team can speak volumes and provide the context that A.I. might miss. Make sure your GBP and website are visually appealing and accurately represent your offerings.
While the AI’s interpretation of “chips” provided a good laugh, it underscores a critical message for solo business owners. Your online presence requires your active and ongoing attention. Don’t rely solely on automated systems to represent your hard work and passion. Take control, be vigilant, and ensure your digital storefront accurately reflects the delicious reality of your business.
