AI is quickly changing the way we search for businesses, restaurants, and service providers.
With Gemini rolling out inside Google Search and Windows OS adding more AI recommendations straight into their new PCs and devices, the stakes are higher than ever.
If you run a business, what shows up when someone searches your name will soon be even more important.
And not every bad review or negative mention can—or should—be fully deleted. Sometimes, smart suppression is a better move than chasing full review removal.
Here’s why, and how to use suppression to protect your reputation without wasting time or money.
The Rise of AI-Powered Recommendations
Your online footprint is now everywhere
Windows is starting to build AI search features straight into the operating system. That means users can get recommendations without even opening a browser. Imagine searching for a pizza place or a plumber right from your taskbar—and seeing an AI suggestion powered by reviews, mentions, and site authority.
Google’s Gemini is already changing search results too. It blends AI summaries with search rankings, pulling data from reviews, websites, and social media.
This new world means your brand’s online presence will shape what AI recommends. If you have old, unflattering reviews or bad press, AI might include them even if most people would scroll past them today.
In short: the machines are reading everything. And they don’t have the same judgment a human might when seeing a one-star review from 2018.
Why Full Review Removal Isn’t Always Possible
Some reviews stay no matter what
Removing a bad review can be tough. Sites like Google, Yelp, and TripAdvisor have strict guidelines. They usually only remove reviews that break clear rules, like:
- Fake reviews
- Spam
- Hate speech or threats
- Conflicts of interest (like an employee reviewing their own company)
Most negative opinions, even unfair ones, don’t qualify for removal. A customer can leave a one-star review saying the pizza crust was too crunchy, and the platform will leave it up because it’s a personal experience.
Even when review removal experts step in, full removal isn’t guaranteed. That’s why businesses are looking at smarter strategies—like suppression.
“Not every bad review breaks the rules, even if it feels unfair,” said Rick DaSilva, Director of Sales at erase.com. “A lot of platforms protect personal opinions, so even a harsh or unreasonable review can stay up unless it clearly crosses a line like being fake or abusive.”
When Suppression Makes More Sense
Outrank, outshine, and outlast
Suppression is about making sure positive, current content shows up first. Instead of trying to erase a bad review, you drown it out with better feedback and stronger content.
This works better when:
- The review is old (over 1–2 years)
- The review is vague or based on personal taste
- The reviewer refuses to take it down
- The platform won’t remove it even after a dispute
Suppression doesn’t mean ignoring the bad review. It means focusing your energy on building more good content around it.
Example: A small gym had a few bad reviews about a parking issue from 2021. Instead of wasting time trying to delete them, they encouraged new members to leave fresh, honest reviews. Within months, the bad ones got pushed down the page—and new customers barely noticed them.
How Suppression Works
Actionable steps you can take now
Here’s what smart suppression looks like:
- Get more positive reviews
Ask happy customers to share their experience. A steady flow of new reviews shows growth and improvement. Make it easy with direct links or QR codes at checkout. - Create strong content
Publish blog posts, updates, FAQs, and customer stories on your website. The more you publish, the more search engines trust your site over a random old review. - Improve local SEO
Update your Google Business Profile. Add new photos, answer questions, and post weekly updates. AI tools are pulling this data into summaries and recommendations. - Target branded searches
Own your brand name in search by creating or updating your pages on platforms like Facebook, LinkedIn, Instagram, and YouTube. - Encourage media mentions
Partner with local blogs, news outlets, or industry platforms for articles, features, or interviews. Fresh mentions boost your authority fast.
Suppression is not a quick fix. It’s a consistent strategy that pays off over time.
Why Suppression Matters Even More With AI Growth
AI doesn’t forget old reviews
AI tools don’t get tired. They don’t skim past old reviews like people do. When AI is pulling data for a Windows search result, or a Gemini recommendation, it might pull reviews from years ago if they seem “relevant.”
That’s why suppression is so important now. You need to make sure the first thing AI sees—and the first thing it recommends—is your best and most recent work.
If you don’t manage it, you risk AI highlighting something minor and outdated instead of your current success.
When to Call in Review Removal Experts
Sometimes you still need professional help
While suppression is usually the smart play, there are times when real removal efforts are worth it. If the review is fake, defamatory, or violates platform rules, it’s worth getting help.
Review removal experts know how to file disputes, write takedown requests, and push through the right channels faster than doing it yourself.
They can also help you combine removal and suppression strategies for even better protection.
Don’t Fight the Wrong Battle
The way people search is changing fast, and Windows AI is only the beginning. As recommendations become smarter and more connected to everything you do online, having a strong, positive footprint matters more than ever.
Suppression gives you the power to control the story without getting stuck in endless review battles. Stay proactive, keep building fresh content, and make sure the best version of your brand is what AI—and your customers—find first.
In a world where AI is deciding what people see, trying to erase every bad review is a losing battle. Focus on suppression. Build better content. Boost your best feedback. Stay active and fresh online.
Removal is nice when you can get it. But smart suppression is what wins in the new AI-powered world of search.