BALTIMORE — Artificial intelligence (AI) platforms and social media are changing how homeowners discover home service providers, according to a new survey from marketing agency MGH.

The survey found that 48.5% of surveyed ChatGPT users had learned about a home service provider through the platform. Another 24.6% said they start their search for home service providers on ChatGPT, while 32.9% had contacted a provider for more information.

TikTok also plays a significant role in discovery. Among surveyed TikTok users, 66.5% had learned about a home service provider after watching videos on the platform. Additionally, 41.2% had contacted a provider for more information.

Influencer content also appears to affect homeowner awareness and interest. Nearly half of surveyed homeowners, 49.5%, said they had learned about a home service provider through an influencer post. Another 43.7% said seeing an influencer post would make them more likely to use that provider.

“These survey results send a clear message to home service providers: a strong, multi-platform social media and AI presence is no longer optional, it's essential,” said Ryan Goff, executive vice president, chief marketing officer, and social media marketing director at MGH.

Goff said word-of-mouth referrals and organic search remain important. However, ChatGPT, TikTok and influencer content are emerging as additional ways to move potential customers from awareness to action.

For HVAC contractors, the findings highlight the expanding range of channels homeowners use to research service providers. A digital marketing strategy may need to account for visibility across AI platforms and social media, in addition to traditional search.

MGH collected the survey responses Feb. 13-15, 2026, through the SurveyMonkey Audience Panel. The survey included 1,025 U.S. homeowners ages 18-60 and has a reported margin of error of plus or minus 3.125%.