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Study · Beauty salons · Riga

How a ChatGPT-style AI picks a beauty salon in Riga

We asked an OpenAI model with web search customer questions about beauty salons (hair and nails) in Riga and recorded what it searched for, on which sites and what it recommended. 120 answers to 24 questions, 20–25 October 2026.

120 answers · 24 questions · 20–25 October 2026

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What customers ask

The questions we put to the AI

Examples from the study's questions (written the way customers write them):

  • «kur Rīgā uztaisīt manikīru ar gēla laku»
  • «kur Rīgā uztaisīt pedikīru»
  • «laba frizētava Rīgā ar labām atsauksmēm»
  • «где сделать маникюр с гель-лаком в Риге»
  • «где сделать педикюр в Риге»
  • «окрашивание волос в центре Риги у хорошего мастера»

Some questions named a specific Riga district (6 of 24).

How the AI searched

Before answering: a web search

2.8 searches per answer on average.

Answers and the AI's searches
Answers the AI searched the web for first120 of 120 (100%)
Russian questions: searches in English or mixed96 of 175 (55%)
Latvian questions: searches in English or mixed58 of 166 (35%)
Searches for a business's official website206 of 341 (60%)
Where the AI searched

Sites in the AI's search results

Answers whose search results included at least one site of this kind. One answer can count in several rows.

Answers by kind of site
Websites of the businesses the AI named119 of 120 (99%)
Directories and catalogs64 of 120 (53%)
Booking, delivery and service platforms83 of 120 (69%)
Media, blogs and guides18 of 120 (15%)
Review and rating sites31 of 120 (26%)
Social networks0 of 120 (0%)
Map place pages (Google Maps etc.)0 of 120 (0%)
Sites

Platforms the AI saw most often in this niche

Businesses' own websites are not named.

Answers whose results included this site
fresha.com · Booking, delivery and service platforms69 of 120 (58%)
cybo.com · Directories and catalogs24 of 120 (20%)
top-rated.online · Review and rating sites22 of 120 (18%)
1188.lv · Directories and catalogs18 of 120 (15%)
zl.lv · Directories and catalogs17 of 120 (14%)
viss.lv · Directories and catalogs15 of 120 (13%)
What the AI said

What the AI included in its answers

Answers that contained this information or link.

Answers with this information
Price22 of 120 (18%)
Rating16 of 120 (13%)
Number of reviews16 of 120 (13%)
Opening hours or “24 hours”5 of 120 (4%)
A link to a named business's own website115 of 120 (96%)
Link to a source in the answer text36 of 120 (30%)
How many businesses

Which and how many businesses the AI named

  1. 2.3 businesses named per answer on average.

  2. 83 different businesses named across 120 answers; 38 of 83 (46%) of them only once.

  3. 19% of mentions (52 of 281) went to the three most-named businesses.

  4. 61% of answers to the same question on another day named that question's most-named business again (12 questions).

Business names are not published.

What to do

Steps that follow from this data

  1. Be in the directories and platforms the AI's search finds

    In this niche most often: fresha.com, cybo.com, top-rated.online. Check that your listing is there and that your name, address, phone and opening hours match your Google profile.

  2. Answer customers' questions on your own website

    The AI looked for a business's official website in 206 of 341 (60%) of searches, and a link to a business it named went to that business's own website in 254 of 272 (93%) of cases. Write clear sections about what customers ask: gel manicure, pedicure, hair colouring, prices and booking.

  3. A complete booking-platform profile

    Booking platforms were in the search results of 83 of 120 (69%) of answers. If you use one, fill in the profile completely: services, prices, staff, address — the same facts as on your website.

  4. A short English version

    For Russian questions 96 of 175 (55%) of the AI's searches were in English or mixed. A short English page with your services, address, prices and contacts helps you show up in those searches too.

  5. Fresh reviews and the same facts everywhere

    The AI quoted a rating in 16 of 120 (13%) and a review count in 16 of 120 (13%) of answers. Ask for reviews regularly and keep the same facts on your Google profile, website and in directories.

Nobody can guarantee AI recommendations; these steps make your business easier to find and understand.

More

Related pages

Free check

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In the free check the AI answers real customer questions about beauty salons (hair and nails), and you see which businesses it names and why.

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