Trend Radar Week 40/2026: AI becomes auditable

Google Search Console points to a more AI-shaped search reality

At the end of September, Google refined Search Central guidance around Search Console and AI search experiences. The direction is clear: site owners need to understand visibility across classic results, Discover, video and AI-shaped search surfaces.

What does this mean for you? Do not focus only on individual rankings. In Search Console, check which pages get impressions but few clicks. Improve titles, descriptions, page structure and practical usefulness there first. Each important service should have its own clear page.

EU AI obligations become more concrete

In recent weeks, the EU AI Act, guidance and national supervision have become more practical. Most small businesses are not dealing with high-risk AI; the key issues are transparency, privacy and human control.

What does this mean for you? Do not use AI as a black box. Define what it may do: drafts, summaries, ideas and FAQ suggestions. Avoid unchecked legal advice, automatic price promises, sensitive customer data and publishing without human review. If a chatbot answers on your website, make automation clear and keep a real contact option.

Chatbots feel more normal, but trust is the bottleneck

Recent Bitkom figures and industry reports show that AI and chatbots have entered everyday business. Customers accept fast answers when simple questions are solved and a human is available for complex cases.

What does this mean for you? A website chatbot only works if the basics are current: opening hours, services, prices, service area, appointments and privacy information. Start small with FAQs, enquiry pre-qualification and links to useful pages. Do not let the bot give binding legal, tax or medical advice.

German e-commerce grows, but profitability is not automatic

EHI and retail associations continue to report movement in German e-commerce: large marketplaces remain strong while many merchants face high costs for shipping, returns, ads and platform dependency.

What does this mean for you? Before building a shop, calculate margins, shipping effort, returns, support, payment fees and advertising costs. For many local businesses, a strong website with a product catalogue, enquiry form and booking option is better than a full checkout. If a shop makes sense, legal pages, delivery information, speed and product copy must be clean.

In brief

• Google keeps updating Search documentation around structured content. SMEs should structure services, reviews, FAQs and contact details clearly.
• Privacy remains the brake on new tools: analytics, chat, newsletters and booking must match the privacy policy and cookie logic.
• Accessibility after Germany’s BFSG start is not a one-time checkbox. New shop and service features should be checked before launch.