The AI Search Shift for Activity Providers
Artificial Intelligence (AI) is changing the way parents search for children’s activities and it’s happening much faster than many providers realise.
During our latest webinar with Zooza, we explored how AI is reshaping the customer journey, from the moment a parent starts looking for a class through to making a booking. The discussion highlighted why this shift matters for activity providers and, more importantly, what practical steps you can take now to stay visible.
Here are the key takeaways.
Parents are starting to ask AI instead of Google
For years, parents searched for classes by typing keywords into Google, comparing websites and reading reviews before making a decision.
Now, more people are beginning to ask AI assistants such as ChatGPT, Claude and Google’s own AI-powered search for recommendations instead.
Rather than searching for “baby ballet near me”, parents are asking questions like:
- What’s the best ballet class for a four-year-old near me?
- Can you recommend swimming lessons for an anxious child?
- Find me an affordable football club with good reviews.
The difference is significant.
Instead of presenting dozens of search results, AI often recommends only a handful of providers based on what it believes best matches the parent’s needs.
AI recommendations are becoming highly personalised
Unlike a traditional search engine, AI doesn’t simply match keywords.
It considers factors such as:
- Location and distance
- Reviews and ratings
- Information available on your website
- Availability of classes
- The parent’s previous interactions and preferences
For example, if a parent regularly searches for budget-friendly options or has previously mentioned having two young children, AI can tailor its recommendations accordingly.
This means every parent’s results may look different.
Reviews have never been more important
One of the strongest messages was the growing importance of customer reviews.
AI relies heavily on genuine experiences shared by parents when deciding which businesses to recommend.
It’s no longer enough to simply collect five-star ratings. Detailed reviews explaining why parents enjoyed your classes provide valuable context that AI can use when making recommendations.
Rather than asking parents to leave a quick rating, encourage them to share:
- Why they chose your classes
- What their child enjoys
- How their confidence or skills have developed
- What makes your sessions different
The richer the review, the more helpful it becomes. Some platforms now automate this — Zooza, for example, asks parents for a Google review at exactly the right moment, so the reviews AI depends on keep coming in without you chasing anyone.
Your Google Business Profile matters
If you haven’t already claimed and completed your Google Business Profile, now is the time.
For many AI searches, Google’s business information is one of the primary sources used to understand:
- Where you’re located
- Whether you’re open
- Your contact details
- Customer reviews
- Photos
- Business information
Keeping this profile accurate and regularly updated increases the likelihood of appearing in AI-powered recommendations.
Your website is still your biggest asset
Social media is valuable for building your community, but AI still relies heavily on websites when gathering detailed information.
A well-maintained website helps AI understand:
- What classes you offer
- Age ranges
- Locations
- Timetables
- Pricing
- Frequently asked questions
- Your teaching approach
Regularly publishing useful content also strengthens your online presence and gives AI more information to reference.
In short, content still matters.
The future is moving towards conversational booking
Rather than researching several providers manually, parents may simply ask an AI assistant to find the best class, compare options and complete the booking for them.
While this isn’t yet the everyday experience for most families, the technology is advancing rapidly and many of the building blocks are already in place.
For activity providers, this means preparing your business now rather than waiting until these behaviours become mainstream.
AI isn’t just changing how parents book it can also help you run your business
The webinar also explored how AI can reduce the time spent on everyday administration.
Examples included:
- Drafting emails
- Creating marketing campaigns
- Answering common customer enquiries
- Producing reports from booking data
- Managing timetables
- Creating personalised communications
Rather than replacing the personal relationships that are so important in children’s activities, AI can help automate repetitive tasks, allowing providers to spend more time teaching and supporting families.
A note on data and privacy
As with any new technology, it’s important to use AI responsibly.
Businesses should remain mindful of GDPR requirements and avoid uploading sensitive personal information into AI tools unless appropriate safeguards are in place.
AI can be an incredibly powerful assistant, but it should always be used alongside good data protection practices and sound professional judgement.
Getting ready for the AI shift
You don’t need to become an AI expert overnight.
Small improvements made today can help your business become more visible as search habits continue to evolve.
Start by focusing on the basics:
- Keep your Google Business Profile complete and up to date.
- Encourage parents to leave detailed, authentic reviews.
- Maintain a website with clear, accurate information about your classes.
- Regularly publish useful content that answers parents’ questions.
- Explore simple AI tools that can help automate everyday admin.
The way parents discover children’s activities is changing. Businesses that invest in their online presence now will be in a much stronger position as AI increasingly becomes the first place families turn for recommendations.
Ready to explore AI further? Zooza shared a practical Claude guide for children’s activity providers, designed to help you understand the tool and start using it to support your day-to-day operations.
This blog has been created following an ICAP webinar session with Kate Markham and Martin Rapavý looked from ICAP partner Zooza at how AI is changing the way parents discover, evaluate, and choose children’s activities, while sharing practical steps providers can take to improve visibility, streamline operations, and embrace new opportunities with AI. Click here to watch the full recording. Click here to watch the full recording of the webinar.
Need more support? Email us at hello@i-cap.co.uk
About Zooza:
Zooza is a growth engine and operational infrastructure for brands in children’s and extracurricular activities with international ambitions powering providers in 10+ countries, with over 500,000 students managed on the platform, focused on automation, franchise scalability and local adaptation.