How to Support Local Farms in the Age of AI

Did you know AI is already shaping how (and even if) you find meat that matches your values? It sounds easier than ever—drop a prompt into a search engine or AI platform and get a quick, concise answer to where to find your local farm, regenerative beef, pasture-raised chicken, or Animal-Welfare Approved pork. But there’s far less transparency or equitability in your search engine than meets the eye. Algorithms prioritize engagement and profit—not necessarily what’s best or ethical. Behind every eye-catching product at the top of your search or social feed, there may be dozens of small farms that never had a chance to be seen—simply because they can’t compete with the volume or SEO tactics of bigger brands using AI.

Here’s what you need to know:

1. The Algorithm Has a Bias (and it’s towards big brands)

Especially when using recommendation or location-based (”near me”) searches, AI systems tend to favor bigger, more popular brands. This drastically limits the visibility of smaller businesses, like local farms, that are actually near you. 

2. AI-Powered Ads Favor Those with More Money (by which we mean, big brands)

Platforms like Google and Meta use AI to automate, optimize, and personalize ads. These systems favor brands that have the greatest return on investment on ad spending, which means that big brands with big marketing budgets get the most exposure. Small farms don’t often have much of a marketing budget, if any, and certainly not on a level to compete with major brands. 

3. Your Favorite Platforms Likely Use AI (and are pushing you towards big brands)

Platforms like Amazon, Youtube, Instagram (to name a few) use AI to recommend products and content based on your preferences, data, and digital habits. They have a massive influence on what you see and, ultimately, buy. The more well-known a brand is, the more data it has (reviews, clicks, purchases, etc.), and the more confidently AI can recommend it widely and often. Smaller businesses, like local farms, have less data. Which means you’re far less likely to see them pop up, no matter how much they align with your values.

4. AI Search Results Summaries Are Killing Organic Traffic For Small Businesses (and funneling you towards big brands)

The AI summary you see at the top of your search engine results give you “zero click” answers—meaning you don’t have to click on anything to get the info you need. This is reducing traffic for websites across the board, but it’s hitting small businesses especially hard. Small farms rely on website traffic to share what’s unique about their operation and drive sales. Now, staying visible means learning complex strategies to optimize content for AI systems and compete for keywords—something that’s often out of reach for small teams focused on running a farm, not a marketing department.

What Can You Do About It?

1. Keep your critical thinking skills sharp

Question what shows up in your feed or search results. Stay informed about AI’s impact on the food system. Build your “meat literacy” by learning where your meat comes from, how it’s raised, and what ethical sourcing really means. The more you know, the easier it is to make thoughtful, values-driven choices beyond convenience or popularity.

2. Sidestep the algorithm

Subscribe to newsletters, CSAs, subscriptions, etc. to stay connected to local businesses, outside of the algorithm.

3. Work your search engine muscles

Don’t settle for the first AI-generated answer. Keep searching, refine your search terms, scroll past the first page to get beyond the paid ads and weighted results to independent producers 

4. Use directories created by trusted sources

Directories are gaining traction and a number of organizations have directories to match you directly with small farms that match your values. A good place to start? Our Good Meat® Finder. 

5. Engage with local businesses online

Like, comment, share, and encourage friends to follow or subscribe to farm newsletters. These small actions help boost visibility in AI-driven feeds.

6. Write reviews

Reviews aren’t just about making farmers feel good or encouraging others to buy from them anymore. They help small farms build data, which helps increase the odds that AI will favor them. A review can go a long a way towards boosting a local farm’s visibility. 

7. Be vocal

Simple, but powerful: tell your friends, family, and neighbors about the farms and food businesses you believe in. Skip AI altogether and spread the word the old-fashioned way, by connecting with people in real life.