Why Dentists Must Rethink Search: AI, Authenticity, and the End of Stock Photos

If you’ve noticed your visibility slipping online—even though your SEO hasn’t changed—you’re not alone. A quiet revolution is happening in how patients discover dentists, and it’s being driven by artificial intelligence.

Search engines like Google are no longer the only way patients find care. Platforms like ChatGPT, Perplexity, Gemini, and Grok are quickly changing the way people search for providers. These tools are scanning the internet differently—focusing less on who shouts the loudest (or has the biggest SEO budget), and more on who appears the most trustworthy.

This shift is already underway, and it’s accelerating fast. So how can you make sure your practice doesn’t get left behind?

Let’s take a look at where AI gathers information—and why real, authentic content matters more than ever.

How AI Decides Which Dentists to Recommend

When someone types or speaks a request like “Who’s a great dentist offering dental implants in Denver, CO?” into an AI-powered tool, here’s what that tool is evaluating:

• Your website: Is it well-structured, current, and trustworthy?
• Your online business listings: Are they consistent across platforms?
• Your patient reviews: Are they fresh, genuine, and frequent?
• Your social media presence: Are you posting regularly—and are those posts authentic?

AI isn’t just pulling from keywords. It’s scanning everything for trust signals. These include visual cues, written content, reviews, and even posting behavior.

How AI Sees Stock Photos vs. Real Photos

Let’s zoom in on one of the most overlooked areas of AI visibility: visual content.

I asked Grok, one of the newest AI tools built by xAI, how it evaluates dentists. Here’s what it shared:

“When a patient asks, ‘Who’s the best dentist in town?’ I’m pulling from listings, reviews, websites, and social media. On social, I’m looking for signals of trust, engagement, and relevance.

Real photos—before-and-afters, team shots, office vibes—tell me this is a legit, active practice with a story.

Stock photos? They’re a blank slate. They don’t prove anything about the dentist’s work or connect with patients.

If Dentist A has authentic pics showing happy smiles and Dentist B has generic stock grins, I’m leaning toward A. It’s richer data—more ‘human truth’ to analyze.”

Grok also shared that it can spot stock photos with ease. Common red flags include:

• Overly polished lighting and model-like smiles
• Backgrounds that don’t match your actual office
• The same image appearing across multiple websites or linked to stock libraries

In Grok’s words:

“As an AI, I’m built to value authenticity. Stock photos scream ‘lazy’ or ‘fake.’ And patients feel that, too. Real photos build trust. They say, ‘Here’s our team, here’s our real patient, here’s how we care.’”

The Competitive Advantage of Real Visuals

Imagine two dental practices with equal reviews and similar services. One has real team photos, patient transformations, and behind-the-scenes moments. The other is full of smiling models from Shutterstock.

Which one do you think the AI recommends?

Grok summed it up this way:

“If it’s close—similar ratings, similar offerings—authentic visuals tip the scales. Patients (and AIs) gravitate to proof over polish.”

Let that sink in: Your real photos and videos are no longer just for marketing. They are data points that AI reads, weighs, and uses to decide who gets recommended.

The New Currency: Trust

The biggest takeaway? Trust is now the most important ranking factor—for both AI and humans.

Whether someone finds you through ChatGPT, Google, or Instagram, the questions are the same:

• Can I trust this dentist?
• Do others say good things about them?
• Does their online presence feel real and active?

This is your moment to shine—especially if you’ve been building a practice based on genuine patient care. The more consistently you show up with proof of your expertise, kindness, and culture, the more likely it is that patients (and AI) will choose you. I am so excited about this, are you?!

What You Can Do Right Now

You don’t need to overhaul everything at once. Start with these key steps:

• Keep your website current and optimized with a focus on credibility. If you need a referral, I recommend my friends at Great Dental Websites.
• Make sure your listings (like Google Business Profile) are accurate and consistent.
• Encourage real patient reviews regularly. Have a seamless, convenient system in place to help.
• Post real, relevant content on social media: team photos, patient stories, office moments.

This isn’t about being perfect—it’s about being present and authentic.

Need Help Staying Visible in the AI Era?

You’re not alone, and you don’t have to do it all yourself.

Our Connect90 and Connect90 PLUS programs were built for this new search landscape. You send us your real photos and videos—we turn them into high-impact, authentic social content that builds trust and keeps you visible where it counts most:

• Instagram
• Facebook
• Google Business Profile
• (Even LinkedIn Company Pages, which can help you expand visibility to attract talent)

👉 [Learn more about Connect90 PLUS ➔]

If you’re reading this, I’m giving you a high five! 🙌 You’re already ahead of the curve. Now it’s time to stay ahead—by choosing visibility that’s rooted in trust.

Author Note:
The Grok insights in this post are stylized for clarity and educational impact. However, they reflect real trends in how AI platforms like Grok, Perplexity, ChatGPT, and others assess online presence. These tools prioritize authenticity, trust signals, and real-world visual context when recommending professionals—especially in healthcare.