If you're not in control of the information people are finding out about your coworking space, who is?

If you're running a coworking space right now, that's something you need to seriously consider.

Here's why: as of October 2025, 50% of people are using AI search on a daily basis or at least frequently. Half of all people have integrated AI-powered search into their regular routine.

And it's changing how people discover you, evaluate you, and decide whether to book a tour.

I talked about this at the GWA Conference on a panel about the future of coworking marketing: if you're not actively controlling the narrative around your coworking space, someone or something else is doing it for you.

And they might be getting it wrong.

TL;DR: As of October 2025, 50% of people are using AI search on a daily basis or at least frequently. AI search tools like ChatGPT now pull from multiple sources (your website, blog, social media, reviews, member content, and digital PR) to answer personalized queries about coworking spaces. If you're not feeding AI accurate, comprehensive information across all these channels, it will either skip you entirely or make things up. This article breaks down how AI search works differently from Google, what signals AI looks for, and how to audit and control your digital presence across multiple touchpoints.

Here's What's Actually Happening With AI Search

People aren't just typing "coworking space near me" into ChatGPT and calling it a day.

They're having full-on conversations with AI:

• Giving it details about their work style, budget, and the vibe they're looking for
• Describing whether they want a place that's buzzing with energy or quiet enough to take calls
• Explaining the kind of people they want to work alongside
• Asking about neighborhoods, parking, pet policies, and whether there's good coffee nearby

It's personalized, nuanced., anddetailed in ways that traditional Google search isn't.

A few months back, I ran an experiment with ChatGPT's Agent Mode to see if it could find me a coworking space that matched a long list of specific criteria.

I wanted:

• Natural light (non-negotiable)
• A very specific price point
• A specific selection of products and services
• A creative community
• Casual vibes
• A space where I could have interesting conversations
• The kind of place that feels like a mix between a studio, a cafe, and a clubhouse.

Agent Mode came back with specific recommendations: The Farm Soho, Neuehouse, Camp David, complete with rationale for why each space fit.

It told me The Farm Soho had "a creative, collaborative community with regular events and member spotlights" and that Neuehouse was "design-forward with a curated membership of creative professionals."

It wasn't just listing spaces in a specific market with private offices and a price range fit.

It was also explaining why they matched my vibe.

What's this mean?

AI isn't just searching anymore. It's curating.

And if your coworking space isn't showing up in the right way across the right channels, you risk being skipped over or having the AI platform omit key details or (worse yet) make things up.

The Difference Between Google Search and AI Search (And Why It Matters)

When someone Googles "coworking space in Brooklyn," Google serves up a ranked list of pages. Usually that's a homepage, a landing page, or a directory listing.

The user clicks through, reads what's there, and moves on to the next result if it's not what they're looking for.

One query, one page, one answer.

AI search doesn't work that way.

When someone asks ChatGPT or Perplexity to recommend a coworking space, the AI doesn't just pull from one page. It synthesizes information from multiple sources.

In my experiment, Agent Mode pulled from:

• Product pages for specs and pricing
• Full websites for space information
• Member interviews and spotlights
• Blog articles about the community
• Reviews on third-party platforms
• Walkability scores and Google Street View
• Social media posts and tags (ie other people's social channels that also mentioned the spaces)
• Other relevant online sources where the spaces had been mentioned (plus the brand sentiment that came from that)
• Newsletter pages and email signup forms
• Member directories
• Real photos from the space
• Virtual tours

Then it packages everything into a conversational response that feels like a recommendation from a knowledgeable friend.

This is fundamentally different from how people used to find coworking spaces.

So, you need to adjust your marketing approach accordingly.

When AI Doesn't Know the Answer, It Makes Things Up

Here's the part that should worry you: if AI can't find accurate information about your coworking space, it doesn't just say "I don't know."

Sometimes it skips over you. Other times it leaves out key details. Occasionally it guesses.

Or worse, it hallucinates details that sound plausible but are flat-out wrong.

I've seen AI tools confidently state incorrect pricing, list amenities that don't exist, describe a vibe that's completely off-brand, or recommend a space for the wrong type of member.

When a potential member bases their decision on that information, you've lost them before they even knew you existed.

If you're not feeding AI accurate, consistent information about your space, you're letting a robot write your sales pitch. And the robot doesn't care if it gets it right.

So how do you prevent this?

You fill the information gaps. You give AI so much accurate, detailed content to pull from that it doesn't need to guess.

What AI Is Actually Looking For

What is AI pulling from when someone asks for recommendations?

It's not just the basics: pricing, membership options, location, amenities, althought they're essential too.

AI search is also often looking for the intangibles: your brand, your community, your vibe, your values.

You need to be communicating everything from the tangibles to the intangibles and everything in between.

• Who works in your space? If someone asks AI to find a coworking space with designers and creative freelancers, AI needs member spotlights or profiles. Without that content, AI can't tell if your community skews creative, corporate, or startup-heavy. It'll skip you.
• What's the neighborhood like? When Agent Mode evaluated spaces for me, it pulled walkability scores and mentioned nearby cafes and parks. If you're not writing about your neighborhood, you're missing a major signal.
• What kind of programming do you offer? AI looks for evidence of authentic engagement: event recaps, photos of members interacting, mentions of workshops and happy hours.
• What's your vibe? Is your space buttoned-up or casual? Warm or polished? AI picks up on this from your website copy, social media tone, and language across all channels.
• How do people talk about you? Are there testimonials, reviews, or mentions on other websites that back up your claims? If the only mention of your space online is a 2-star Yelp review from 2023, that's what AI serves up.

When you leave these details to chance, AI can't find them.

And if AI can't find them, neither can your next member.

You Need to Control the Narrative

This comes down to one question: who's in control of the story people hear about your coworking space?

Is it you?

Or is it an AI model scraping together fragments from outdated blog posts, random Yelp reviews, and that one Instagram post from 2022?

Be proactive.

When you're not actively shaping the narrative (putting out detailed, on-brand information across every channel where people and AI might look for you), you're leaving it up to chance.

And chance is a terrible marketing strategy.

This is especially critical if you operate multiple locations.

You either take ownership of your digital presence, or you let the internet (and AI) piece together a version of your story that might not be accurate.

How to Take Control: The Multi-Channel Approach

Show up everywhere AI might look for you. That's what taking control means.

Your website and blog

Your website can't just be a brochure. AI needs depth.

You need to have detailed product pages and pricing. You should also aim to productize your offices and meeting rooms.

But take this one step further, and look at your blog.

Publish member spotlights showcasing their businesses and why they chose your space. Create neighborhood guides with local spots, photos, and descriptions. Write event recaps with images of real people connecting.

If your website just lists rates and square footage, you'll only show up for basic searches.

Email marketing

AI can see your newsletter signup forms. If you're capturing emails, that signals you're active and engaged.

Make sure signup forms are visible on key pages: homepage, blog, about page, contact page.

Send regular newsletters with member wins, upcoming events, and local recommendations.

Video and photography

AI can analyze images and videos to understand what your space looks like and what the vibe feels like.

Show real people in your real space doing real work. Not stock photos of empty desks.

Capture members working, collaborating, attending events. Record short testimonials.

Social media

Your channels matter, but so does where you show up on other people's feeds.

Post regularly featuring members, events, and neighborhood highlights. Tag local businesses. Encourage members to tag your space. Create a branded hashtag.

When AI sees your space mentioned across multiple accounts with positive sentiment, it builds credibility.

Digital PR and off-page presence

This is one that's making a resurgence.

It's not just about showing up. It's about how you're being talked about. What's the sentiment around your brand? Is it positive?

Get listed in coworking directories like Coworker, Deskpass, and LiquidSpace. Partner with nearby businesses and get featured on their platforms. Pitch stories to local publications.

Every mention adds another data point for AI.

I'll be real with you: you don't have to do all of this perfectly right out of the gate. But you do need to start building a presence that gives AI multiple touchpoints to pull from.

Your Action Plan: Audit Your Digital Presence Now

You don't need to burn everything down. You just need to audit where you are and start filling in the gaps.

This should take 2 to 3 hours, not 2 weeks.

Step one: Google yourself, and then ask AI about yourself

Search for your coworking space on Google. Then do the same in ChatGPT, Claude, or Perplexity.

Ask it to describe your space, recommend it based on criteria, or explain what makes it unique.

What does it say? Is it accurate? Is it compelling? Or is it vague, outdated, or wrong?

If AI can't describe your vibe, you have a content problem. If it gets your pricing wrong, you have a consistency problem. If it doesn't mention you, you have a visibility problem.

Step two: Inventory your digital touchpoints

List everywhere your business shows up online.

Your website, blog, social channels, Google Business Profile, third-party directories, review sites, local publications, member tags, mentions in local blogs.

Where are the gaps? Where is information inconsistent?

If you operate multiple locations, are they all telling the same story?

Step three: Prioritize the fixes

Start with the highest-impact changes.

Update your website copy to include detail about community and vibe. Publish blog content showcasing members and neighborhood. Make sure your social media reflects what your space looks like today.

Ensure brand messaging stays consistent across every channel and location.

Step four: Build a content cadence

Commit to regularly publishing content that keeps your digital presence fresh.

That might be two blog posts a month, three social posts per week, and a monthly newsletter. Whatever you can sustain.

The goal is consistency, not perfection.

This isn't a one-and-done project. It's an ongoing practice.

But when someone searches for a coworking space and AI pulls from your content, they're getting the real story. The one you want them to hear.

AI search isn't going anywhere. It's only going to get more sophisticated, more conversational, and more integrated into how people make decisions about where to work.

The question isn't whether you should care about this. It'swhether you're going to take control of your narrative or leave it up to the robots to guess at.

When you're not putting detailed, on-brand, well-distributed information about your coworking space out into the world, you're gambling with your brand.

And in a market where trust and community matter as much as square footage and Wi-Fi speed, that's a risk you can't afford to take.

So audit your digital presence. Fill in the gaps. Show up where it matters.

Make sure that when someone asks AI about your space, it has something good to say. Something accurate, something compelling, something that reflects who you actually are.

Because if you're not in control of that story, who is?

That's the question I posed at the beginning. And it's the question you need to answer for your own space.

The sooner, the better.

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