What happened
On 10 November 2026, Barry Schwartz reported on Search Engine Roundtable that Google appears to be testing a stripped-down presentation of its local AI search results. The test was highlighted on mobile by local search specialist Joy Hawkins, who observed that the trial layout completely displaces the standard map pack.
In this interface test, Google removes the typical interactive elements from the profile card. Direct buttons to call the shop, request driving directions, or visit the business website are missing. Visual assets including customer photos, review ratings, operating hours, and physical addresses have also been omitted. Schwartz confirmed that he was able to replicate this mobile view. AI local results have existed for a couple of years, but this particular layout remains an unconfirmed experiment.
What it means for Malaysian businesses
The report does not indicate any rollout in Malaysia, so we are watching for it here.
If Google rolls out these changes more widely, local firms could see a drop in direct customer actions from search result pages. For many high street shops, clinics, and service providers in cities like Kuala Lumpur, the Google Business Profile has long served as a quick way for customers to dial a phone number or navigate to a shopfront.
Stripping out contact buttons, review scores, and opening hours introduces friction. Potential customers cannot confirm your credibility or opening times at a glance. They must take extra steps to locate contact details, which can harm conversion rates. It highlights why relying purely on Google search features for customer enquiries carries risk.
What we would do
- Track conversions on your own website using GA4, ensuring phone number clicks and lead form submissions are measured properly rather than relying only on Google Business Profile figures.
- Strengthen standard website SEO to protect organic visibility, so potential clients can find your site directly if local map packs lose prominence.
- Keep your Google Business Profile data completely accurate, ensuring categories and core details remain ready for whatever format Google displays.
- Build direct marketing channels, such as email newsletters or WhatsApp business lists, so your company does not depend entirely on third-party search results for customer communication.
Source: Google AI Overview Local Pack Dropping Action Buttons, Photos & Reviews, reported by Barry Schwartz at Search Engine Roundtable on 10 November 2026. This is our commentary; read the original report for the full details.