AI reputation: what artificial intelligence says about your firm
When a client asks ChatGPT, Gemini or Perplexity about a firm, the AI answers confidently. Not always with the right facts.
How often they get it wrong
- 93% of the companies analysed in London had at least one wrong or missing fact in answers from ChatGPT, Perplexity and Gemini (Searchable, 2026).
- Local businesses are misunderstood four times more often than big brands; 28% of answers leave out important services or specialisations (LLM Listed, 250 companies, 2026).
- Only 27% of phone numbers given by AI assistants matched the Google Business Profile (Seer Interactive, 2025).
The most common errors
| Error | Where it usually comes from |
|---|---|
| Old or wrong address | Google profile, commercial register, outdated directories |
| Wrong specialisation | Google profile category, website copy |
| Phone or email that don't work | Directories and old website pages |
| People who no longer work at the firm | Old team pages, LinkedIn profiles |
| Confusion with a firm with a similar name | Inconsistent details across sources |
How it is corrected
Nobody can edit an AI's answer directly. But you can correct what the AI reads: we record the correct details, measure more than 30 questions on ChatGPT, Gemini and Perplexity, find the source of each error, correct the sources we have access to, prepare correction requests for third-party sites and check again.
What it costs
Checking your AI reputation is the Basic plan, three-month minimum; we share the price with the analysis. If the measurement shows no improvement for two months in a row, the fee is paused until it improves. The initial analysis is free.