Guide
How to Check What AI Says About Your Brand
Last updated August 6, 2026
To check what AI says about your brand, ask ChatGPT, Claude, Perplexity, and Gemini the questions your customers would ask, not your brand name. Note whether you are named, how you are described, and who is recommended instead. Repeat across engines and over time, because answers vary, and one check is only a snapshot.
Ask like a buyer, not like the owner
The mistake most brands make is asking "What do you know about {my brand}?". Assistants are polite about brands they are asked about directly, so you get a flattering summary that no real customer will ever see. Your customers ask category questions: "best supplement for sleep", "aesthetic clinic in Zurich people recommend", "is {competitor} or {you} better for X". Write down five to ten questions a real buyer at the point of choosing would type, in the language your customers actually use. Those are the answers that decide whether you get found, so those are the ones worth checking.
Check the three things that matter in each answer
First, presence: are you named at all, and if the answer ranks options, where do you appear? Second, description: when you are named, is what the assistant says accurate, current, and the way you would describe yourself, or does it list an old address, a retired service, a wrong price? Third, the alternative: when you are absent, who fills your spot, and what sources does the assistant cite for them? The absences teach you the most. A competitor consistently recommended for a question you should own tells you exactly where your visibility work should start.
Repeat it, because one check proves little
AI answers vary between engines, between phrasings, and between weeks. ChatGPT may name you where Gemini does not; a model update can silently rewrite how you are described. So check each question on more than one engine, and re-check on a schedule rather than once. Keep notes: question, engine, date, named or not, and the description, so you can see movement instead of relying on memory. That is a real hour of work every month if you do it by hand, which is why monitoring tools exist: Laudia runs a fixed set of buyer questions across the four major assistants every week and turns what changed into concrete fixes.
Common questions
- Which questions should I ask the AI assistants?
- Ask what a customer at the point of choosing would ask: category questions like "best {your category} in {your city}" or "which {product type} do people recommend", plus comparison questions naming you and a competitor. Avoid asking about your brand directly; assistants answer flattering summaries to those, and real buyers rarely ask them.
- Why do I get different answers than my colleague?
- Assistants generate answers fresh each time, and results vary with phrasing, chat history, location, and model version. That variance is exactly why a single check proves little. Ask the same questions the same way across engines, and repeat over time; the pattern across many answers is the signal, not any single response.
- What should I do if the AI describes my brand incorrectly?
- Trace the error to its source. Assistants lean on your site and on third-party sources like directories and reviews, so correct the facts where they are wrong: your own pages first, then the profiles and listings the assistant cites. Consistency across the web is what corrects the record; there is no form to file with the model itself.
- Is there a way to check this automatically?
- Yes. AI visibility monitoring tools run a fixed set of buyer questions across the major assistants on a schedule and track when answers change. Laudia's free Score gives you a one-time reading of how visible your brand is across ChatGPT, Claude, Perplexity, and Gemini, and its weekly monitoring watches the same questions over time.