How to Check What ChatGPT, Gemini and Perplexity Say About Your Brand (and Fix It)

Before someone books a call with you, there is a growing chance they have already asked an AI assistant about you. "Who is the best brand strategist in Dubai?" "Is this clinic any good?" "What does this company do?" If the answer is wrong, vague or missing, you lose the deal before it starts. Here is the audit I run for personal and business brands.

Step 1: Build your prompt list

Write 20 prompts in four groups:

• Identity prompts: "Who is [name]?", "What does [company] do?"
• Category prompts: "Best [service] in Dubai", "Top [category] companies in the UAE"
• Comparison prompts: "[Your brand] vs [competitor]"
• Problem prompts: "How do I [problem you solve]?"

Use the exact language customers use, not your internal jargon.

Step 2: Run the prompts across assistants

Test ChatGPT, Gemini, Perplexity, Claude and Copilot. Use a fresh session for each, and where possible test both with and without web search enabled, because answers differ. Record the full answer, any sources cited and the date.

Step 3: Score every answer

Use a simple scorecard from 0 to 3:

• 0: not mentioned
• 1: mentioned with errors or outdated information
• 2: mentioned accurately but briefly
• 3: mentioned accurately, positively, with a link or citation

Your total score across 20 prompts and 5 assistants gives a baseline out of 300. Re-run monthly.

Step 4: Diagnose the gaps

If you are missing entirely

You probably lack crawlable, authoritative pages about the topic, or third-party mentions. AI systems need sources to retrieve.

If facts are wrong

Search for where the wrong information came from: an old directory listing, an outdated LinkedIn profile, a press article. AI often repeats the most consistent information it finds, even if it is stale.

If competitors dominate

Look at which sources the assistants cite for competitors. Those are the publications, directories and pages you need to appear in.

Step 5: Fix the source of truth

• Publish a clear About page that states who you are, what you do, where and since when, in plain sentences
• Add Person or Organization schema with sameAs links to every official profile
• Publish an llms.txt file summarising key facts
• Update LinkedIn, Google Business Profile, directories and old bios so everything matches
• Allow AI crawlers in robots.txt

Step 6: Earn corroboration

AI assistants trust what multiple independent sources agree on. Press features, podcast interviews, guest articles, award listings and genuine reviews all strengthen your brand's footprint. One feature in a respected publication can change how assistants describe you for years.

Step 7: Create answer-ready content

For each category or problem prompt where you are missing, create a page that directly answers it: a guide, a comparison, a pricing explainer or a case study. Lead with a direct answer, support it with facts and include an FAQ.

How long until answers change?

Assistants that search the web live can reflect changes within days or weeks once your pages are indexed. What a model "knows" without searching changes only when it is retrained, which takes much longer. That is why both live-search visibility and long-term third-party mentions matter.

Make it a monthly habit

Treat AI visibility like rankings: a metric you track, report and improve. The brands that start measuring now will understand this channel long before their competitors notice it.

Frequently asked questions

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