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Study · Massage · Riga

How a ChatGPT-style AI picks a massage studio in Riga

We asked an OpenAI model with web search customer questions about massage in Riga and recorded what it searched for, on which sites and what it recommended. 98 answers to 20 questions, 20–25 October 2026.

98 answers · 20 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):

  • «dāvanu karte masāžai Rīgā»
  • «kur Rīgā uztaisīt taju masāžu»
  • «laba masāža Rīgā ar labām atsauksmēm»
  • «где сделать тайский массаж в Риге»
  • «массажный салон в центре Риги — какой посоветуете?»
  • «подарочный сертификат на массаж в Риге»

Some questions named a specific Riga district (12 of 20).

How the AI searched

Before answering: a web search

2.9 searches per answer on average.

Answers and the AI's searches
Answers the AI searched the web for first98 of 98 (100%)
Russian questions: searches in English or mixed81 of 151 (54%)
Latvian questions: searches in English or mixed52 of 138 (38%)
Searches for a business's official website136 of 289 (47%)
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 named97 of 98 (99%)
Directories and catalogs55 of 98 (56%)
Booking, delivery and service platforms47 of 98 (48%)
Media, blogs and guides9 of 98 (9%)
Review and rating sites17 of 98 (17%)
Social networks3 of 98 (3%)
Map place pages (Google Maps etc.)0 of 98 (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 platforms28 of 98 (29%)
viss.lv · Directories and catalogs24 of 98 (24%)
ss.lv · Directories and catalogs21 of 98 (21%)
cybo.com · Directories and catalogs19 of 98 (19%)
versum.com · Booking, delivery and service platforms14 of 98 (14%)
top-rated.online · Review and rating sites13 of 98 (13%)
What the AI said

What the AI included in its answers

Answers that contained this information or link.

Answers with this information
Price11 of 98 (11%)
Rating13 of 98 (13%)
Number of reviews11 of 98 (11%)
Opening hours or “24 hours”1 of 98 (1%)
A link to a named business's own website96 of 98 (98%)
Link to a source in the answer text22 of 98 (22%)
How many businesses

Which and how many businesses the AI named

  1. 2.4 businesses named per answer on average.

  2. 40 different businesses named across 98 answers; 11 of 40 (28%) of them only once.

  3. 27% of mentions (64 of 240) went to the three most-named businesses.

  4. 74% of answers to the same question on another day named that question's most-named business again (13 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, viss.lv, ss.lv. 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 136 of 289 (47%) of searches, and a link to a business it named went to that business's own website in 233 of 238 (98%) of cases. Write clear sections about what customers ask: Thai massage, sports massage, gift vouchers, prices and booking.

  3. Massage types and gift vouchers on your own site

    Customers ask for a specific kind of massage and for gift vouchers. Give each kind its own section with duration and price, and the voucher a page that says how to buy it. Booking platforms were in the results of 47 of 98 (48%) of answers.

  4. A short English version

    For Russian questions 81 of 151 (54%) 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 13 of 98 (13%) and a review count in 11 of 98 (11%) 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.

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Related pages

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