This post was sponsored by Uberall. The opinions expressed in this article are the sponsor’s own.
Who should own AI search visibility across all our locations?
Should I add more AI tools to manage local listings and reviews, or is that making it worse?
When 99% of senior marketers say they want an AI orchestration layer, the question is who leads it.
The ideal multi-location marketing world is one where agentic AI fixes duplicate listings, responds to customer reviews, analyzes sentiment, and spots optimization opportunities before the marketer can say “GBP.”
However, what multi-location brand CMOs actually have, in today’s far less ideal world, is layers of disjointed AI and marketing tooling creating an unclean and unclear infrastructure.
This lack of infrastructure makes it nearly impossible to track overall ROI.
An Uberall survey last year revealed that only around 1 in 4 location marketers can show the impact of their location marketing on sales; I’ll bet that with varying levels of AI tool adoption since that survey, this issue hasn’t improved — if anything, it’s been exacerbated by it.
The AI understands what needs prioritizing and resolves it in the background while teams focus on their marketing for multiple locations. It squashes impatience or uncertainty surrounding ROI reporting because its model is built on delivering and visualizing real-time attributable location performance: bookings, table reservations, foot traffic. The clean and clear data that stakeholders wait for.
The results of ill-equipped and layered martech tooling are bleak for local visibility:
- Business listings are managed ad hoc per platform, creating inconsistencies with critical data
- Reviews are left unanswered or sporadically answered, breaking down customer trust and engagement
- Local pages are disconnected from social and inventory systems
- Content is outdated or generic, weakening relevance to local search intent
- Website performance is deprioritized, causing friction for users, search engines, and AI crawlers
Today’s real ideal world is about bringing some sense back to the location marketing stack. It will deliver a combination of that sought-after AI orchestration layer, omnichannel search visibility across locations, and the even more sought-after ROI numbers. It’s the Chief Marketing Orchestrator who will lead it.
Step 1. Decide Who Your Chief Marketing Orchestrator Will Be
Value won’t come from simply plugging data into an LLM. 89% of leaders said their tech investments haven’t fully delivered, with integration complexity the top reason.
Instead, it comes from plugging all your multi-location marketing data into an orchestration layer that implements the nonnegotiable context engineering tasks, making sure every location’s data and signals are structured for any search system customers are using to discover local businesses.
Someone needs to do this, and that person becomes your Chief Marketing Orchestrator (CMO). And,…
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