Customers, journalists, investors and job candidates now ask AI assistants about companies before they visit a website. If the answer is wrong (an old address, a discontinued product, last year's prices), they may never check further. Here is how to find out what AI says about you, and what you can realistically do about it.
Step 1: Write down the questions people ask about you
Make a list of 20 to 50 questions in four groups:
- Who you are: "What does [company] do?", "Where is [company] located?", "Who founded [company]?"
- What you sell: "How much does [product] cost?", "Does [company] offer [service]?"
- Reputation: "Is [company] reliable?", "What do customers say about [company]?"
- Comparison: "[Company] vs [competitor]?", "Best [category] in [city]?"
Step 2: Test them across the main AI tools
Ask each question in ChatGPT, Gemini, Perplexity, Microsoft Copilot and Google Search (where AI Overviews appear). Record the date, the platform and the full answer, and take screenshots. AI answers vary between sessions, so test important questions more than once.
Step 3: Classify what you find
- Correct: accurate and current.
- Incomplete: true but missing key services, locations or products.
- Outdated: old prices, addresses, leadership or products.
- Wrong: factually incorrect, or confused with another company.
- Negative: unfavourable statements, true or not.
Rate each problem by business risk. Wrong pricing, safety or legal information matters more than a missing detail.
Step 4: Trace each problem to its source
Where an AI tool cites sources, check them. Otherwise, search the web for the incorrect information. Common sources are your own old pages, outdated directory listings, old press articles, review sites and profiles on LinkedIn or Crunchbase.
Step 5: Fix the sources, not the AI
No one can edit an AI model directly. What you can do is correct the information it draws on:
- Update or redirect outdated pages on your own website.
- Correct your Google Business Profile, directories and social profiles.
- Add clear, accurate facts and FAQs to your website, with structured data.
- Ask publishers and directories to correct inaccurate information.
- Publish clear statements where a common misconception exists.
Step 6: Re-test regularly
Repeat the same questions every month and compare. Improvements can take time to appear, because AI tools update their sources and models on their own schedules.
Get it done for you
AppSage's AI brand accuracy monitoring runs this process every month: documented tests, an accuracy log, source corrections and risk alerts. A one-time brand accuracy check starts at ₹35,000.