Is the information customers find about your company through AI searches accurate?
Large Language Models (LLMs) such as ChatGPT, Gemini, and Perplexity are playing an increasingly significant role in how your customers access information. These models aggregate data from various online sources. If inaccurate or outdated details about your company or brand exist on the internet, there is a substantial risk that this information will be reflected in AI-generated responses – potentially influencing someone’s perception of your business before they even visit your website. We saw this happen recently when ChatGPT cited a forgotten policy page that contained incorrect information.
Why This Matters
When prospects or customers ask ChatGPT or other LLMs about your business, they expect reliable, current information and rarely verify accuracy. Outdated bios, expired pricing, or incorrect service details can harm credibility and cost opportunities.
Where to Review and Update
Start with your owned channels:
- Website – ensure product and service descriptions, leadership information, and contact details are current.
- Social media – remove outdated promotions, update profiles, and align messaging.
- Google Business Profile – when last did you check that all your business information, FAQs, service descriptions etc. are correct?
Then look outward to third-party sources:
- Directories and review sites (Yelp, industry directories)
- Media coverage and public relations platforms
- Partner or supplier webpages
- Information repositories such as Wikipedia and Crunchbase
The Takeaway
In an AI-first search environment, brand reputation depends on the accuracy of available data. Businesses that regularly audit and update internal and external information are more likely to be represented accurately when LLMs respond to questions from potential customers.
