Defining Agentic Search: Why Local Marketers Disagree on What It Actually Is

The term 'agentic search' lacks industry consensus, with some marketers tracing it back to basic automated tasks like click-to-call, while others reserve it for newer AI-powered features. GatherUp's analysis reveals that Google appears to be defining agentic capabilities as agents doing more for humans than previously possible—automating everything from multi-business calls to bookings and payments—with convenience as the core value proposition. The piece argues that local business reputation signals remain critical in this era, as review ratings and sentiment influence which results AI systems like Ask Maps surface, and opt-in programs will likely gate more advanced agentic functions.