You influence what AI says about your company by saturating the sources it reads with one consistent narrative, because you cannot edit the model itself. Every AI description of your brand is a synthesis of your website, your profiles, press coverage, reviews, and community chatter, and when those sources agree, AI repeats the agreed story. When they conflict, AI hedges, blends, or picks the loudest version, which is often the outdated one.
So the work is editorial before it is technical: decide the story, then install it everywhere AI looks.
Write the narrative once, precisely
Draft three artifacts and treat them as canon: a one-sentence description (what you are, for whom, differentiated how), a three-sentence boilerplate, and a short fact sheet with founding year, headquarters, category, and flagship offerings. Precision matters more than polish, because these exact phrases are what you want AI to compress you into. If you leave the phrasing to each platform's bio field written by whoever had the login, you get five stories, and AI averages them into mush.
Include the phrase you want attached to your name, such as "the X for Y teams". AI answers compress brands to a label, and supplying the label beats hoping for a good improvisation.
Install it across the four source layers
Deploy the canon in order of how directly each layer feeds AI.
- Owned: homepage, about page, and Organization schema all carrying the identical description, served in raw HTML since AI crawlers do not execute JavaScript
- Profiles: LinkedIn, Crunchbase, review platforms, and directories updated to the same boilerplate, with rebrand leftovers and stale descriptions hunted down
- Earned: press releases, guest posts, and podcast bios using the boilerplate verbatim, so every new article reinforces rather than reinvents the story
- Community: how your team describes the company in forums, Reddit, and industry Slacks, since candid third-party-adjacent mentions carry outsized credibility
Correct the record where it is wrong
When AI says something inaccurate about you, trace it to a source rather than arguing with the output. Ask each provider about your company, note the errors, and find the page each error mirrors: an old crunchbase entry, a stale press mention ranking for your brand, an abandoned product page. Fix or request corrections at the source, then let recrawling propagate it. Retrieval-based surfaces like Perplexity and Gemini update as their sources update; base models lag until retraining, which is why outdated AI information about your brand needs source-level surgery, not prompt-level complaints.
For sentiment problems rather than factual ones, the fix is volume: newer, stronger coverage that outweighs the old framing.
Audit the story quarterly
Narrative drift is constant: platforms tweak bios, PR runs its own phrasing, an old tagline resurfaces. Once a quarter, ask the major providers what your company does and compare answers against your canon. A free scan does this systematically across five providers, including how you are framed against competitors, so you can catch drift while it is one stale profile rather than an established AI consensus.
Hear your story the way AI tells it
Run a free scan to see how ChatGPT, Claude, Gemini, Perplexity, and Google AI Overview currently describe your company, and where the narrative has drifted from your own.
Frequently asked questions
Can I directly correct what ChatGPT says about my company?
Not directly; there is no edit button or submission form for model knowledge. You correct the sources ChatGPT learns from and retrieves: your site, major profiles, press, and reviews. Retrieval-based answers update as sources are recrawled, while base-model knowledge shifts at training cycles.
Why do different AI tools describe my company differently?
Because they synthesize different sources at different freshness. Perplexity retrieves live pages, Gemini grounds on Google's index and Knowledge Graph, and ChatGPT blends training data with optional search. Inconsistent descriptions across your profiles amplify the divergence, which is why one canonical boilerplate everywhere matters.
How long does it take to change AI's description of my brand?
Weeks on retrieval-driven surfaces, since Perplexity and Gemini reflect updated sources after recrawling. Base-model descriptions in ChatGPT can persist until a training update, so plan on quarters for those. Consistency across many sources accelerates both paths.
Does PR still matter in the AI era?
More than before, with a twist: coverage now doubles as AI training and retrieval material. Articles that state your boilerplate accurately keep teaching AI your story for years, so getting your exact positioning language into earned media is now a measurable visibility asset.
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