Local businesses reply to Google reviews more often, Revfer study finds

A Revfer analysis of 88,000 Google reviews found that local businesses in Greater Boston and MetroWest doubled their reply rates since 2019, with the biggest gains in salons and restaurants. The study also found more review responses now contain phrases common in AI writing tools, suggesting owners are changing how they manage online reputation.

Why it matters: - Google review replies have become a routine part of local business reputation management. - Faster adoption of review responses can influence customer trust, especially after negative reviews. - The study suggests AI writing tools are changing not just how often owners respond, but how those responses sound.

What happened: - Revfer analyzed public Google review histories for 400 businesses in Greater Boston and MetroWest. - The sample included 100 hair salons, 100 restaurants, 100 dentists and 100 auto repair shops. - The dataset covered about 88,000 reviews and 32,500 owner replies written from 2019 through 2026. - In 2019, 27% of reviews received a business reply. In 2026, that share rose to 50%. - Replies to 1-star and 2-star reviews increased from 35% to 62%. - Hair salons increased reply coverage from 12% of reviews to 56%. - Restaurants increased reply coverage from 9% to 42%.

The details: - Replies became about 65% longer after 2022. - Phrases common in AI writing tools, including “thrilled,” “truly appreciate” and “we look forward to welcoming you,” appeared in about 20% of replies in 2022 and about 40% from 2024 on. - The phrase “thank you for taking the time” stayed roughly flat over the same period. - One in three replies in 2026 repeated specific details from the review it answered, triple the 2019 rate, even when comparing replies of the same length. - Reply speed did not increase, which points to periodic batch drafting rather than fully automated responses. - The study says the rise in replies started before ChatGPT launched in November 2022. - The study describes the language patterns as consistent with AI use, but not proof that businesses used AI to write the replies.

Between the lines: - Businesses appear to be moving from treating review replies as optional to treating them as expected customer service. - AI writing tools may be helping owners keep up with more review volume, but the language can also become less specific and less personal. - The strongest replies likely balance speed with a direct response to the customer’s actual complaint or praise. - Pankaj Aggarwal, Revfer’s founder, said AI made it easier for owners to keep up, but generic replies risk blending in.

What's next: - Revfer says the full study, charts and methodology are available on the Revfer blog. - Local businesses are likely to keep using tools that help them draft and publish replies faster, especially if review response rates continue rising. - The key challenge for owners will be keeping responses specific enough to sound human. - Revfer is based in Ashland, Massachusetts, and offers AI software that drafts social media and Google review replies for small businesses and startups, learns the business once, and publishes on approval. - More information is available in the full study and on Revfer’s social channels.

The bottom line: - Local businesses are replying to far more Google reviews than they did a few years ago, and AI-style language is increasingly showing up in those responses.