The rise of large language model (LLM) search, where consumers ask an AI assistant rather than type keywords into a browser, is reshaping how people discover and book local services.
And the pest control sector is emerging as an unlikely barometer of the shift.
That is the finding of an expert call hosted by Jefferies, the investment bank, with Bob Dold, chief executive of Rose Pest Solutions, a leading US pest control operator, which produced some counterintuitive conclusions about who stands to win and lose.
It is part of Rentokil Initial, the world's largest operator in the sector, which may be more exposed to the transition than many assume, despite its scale and marketing budget.
Lead generation
Dold identified lead generation as the primary challenge facing pest control companies, a market driven by high-intent, moment-of-need searches rather than sustained brand loyalty.
Google's algorithm changes had already disrupted inbound demand before AI entered the picture.
But LLM-powered search, championed by the Alphabet-owned giant, is pushing the disruption further by changing not just rankings but the entire discovery process.
Recovery in lead generation has been uneven across the industry, with performance strongest where operators have an established physical presence, local brand recognition and a solid base of customer reviews.
Barbell
Jefferies described the likely outcome as a "barbell", with smaller, hyper-local operators may actually benefit from AI search, because the algorithms increasingly surface providers with genuine local credibility and strong reviews rather than those generating the most generic SEO traffic.
The most vulnerable operators, the bank argues, are those heavily dependent on broad-based digital marketing without a strong local brand to fall back on.
For larger groups such as Rentokil, adapting will require investment in granular, branch-level content covering service areas, treatment processes, availability and pricing, since AI platforms increasingly act as the gatekeepers that determine which providers a customer even considers.
Help yourself
AI is also making DIY pest guidance more accessible.
That said, Dold suggested most consumers still prefer a professional for problems that are complex, recurring or simply unpleasant.
This then leaves open the possibility that the technology could expand the professional market by drawing in people who previously self-treated.
