How to monitor what AI says about you
Most businesses have never once checked what AI assistants tell customers about them. A monthly fifteen minute routine puts you ahead of nearly everyone.
The five-minute monthly check
Once a month, ask ChatGPT, Claude, Gemini and Perplexity the same small set of questions and record the answers. Fifteen minutes, a spreadsheet, and you have a trend line most of your competitors do not know exists.
The questions to ask
- The money question: "best [your service] in [your town]". This is the query that sends customers somewhere.
- The direct question: "is [your business name] any good?" and "tell me about [your business name]".
- The comparison: "should I use [you] or [your main competitor]?"
- The problem question: the question a customer with your typical problem would ask, without naming any business.
What to record
For each answer, note three things: are you mentioned at all, what position or prominence you get, and whether what is said about you is accurate. Inaccuracy matters as much as absence. If an assistant states wrong prices or wrong services, that is what customers are being told.
Why answers differ between platforms and sessions
AI answers are not fixed. Different platforms refresh their knowledge on different schedules, retrieval pulls different sources on different days, and phrasing changes results. Do not panic over one bad answer or celebrate one good one. The trend across months is the signal; single answers are noise.
What to do with what you find
If you are absent, the causes are almost always the five in why AI can't see your business. If you are present but described wrongly, the fix is publishing the correct facts in machine-readable form on your own site, which models treat as the authoritative source about you. If you are present and accurate, your job becomes defending the position, because your competitors will eventually read a guide like this one.
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