Why Does AI Get My Company Wrong?
AI describes your company from whatever the web said about you, often months out of date and pulled from second-hand sources. It fills gaps by guessing, a behavior called hallucination. Old pricing, a past pivot, or a competitor's framing can all end up stated as fact in the answer.
The common causes
- Training data is frozen at a past date, so recent changes are missing
- Your own site does not state the fact clearly, so the model infers it
- Third-party pages (old reviews, directories) carry outdated claims
- The model hallucinates a plausible-sounding detail to fill a gap
- A competitor's positioning gets mistakenly attached to you
Why you can't see it happening
There is no Search Console for AI answers. A wrong claim can be repeated to thousands of buyers before anyone on your team notices, and each buyer sees a slightly different phrasing. The only way to catch it is to ask the models the way your buyers do, on a schedule.
How to correct the record
Publish the correct facts clearly on pages models can crawl, add structured data, and earn fresh citations from credible sources so the new information outweighs the old. CitationWorks flags every inaccurate claim across ChatGPT, Claude, Gemini, and Perplexity, shows the source of the error, and tracks whether your fix took hold.