Why AI assistants get your company wrong
More buyers now ask an AI assistant about a company before they visit its website. They ask what it does, what it costs, and who it's for. When the answer is wrong, the buyer usually doesn't know it. They may decide your product is too expensive, built for a different kind of company, or missing a feature it actually has, and they never reach your site to find out otherwise.
The mistakes tend to follow a pattern. An assistant files you under your old category because you changed direction last year. It quotes a price from two plans ago. It says you offer a service you dropped, or that you only serve enterprises when most of your customers are small teams. These aren't random errors. Each one came from somewhere.
Assistants build answers in two ways. Some answers come from what the model learned during training, which can be months or years behind your business. Others come from pages the assistant finds by searching the web while it answers. When the answer searches the web, the wrong claim usually traces back to a specific page. That page might be your own pricing page, if the current prices only load inside a script the assistant can't read. It might be a software directory that still lists your old plans, or a two-year-old comparison article that put you in the wrong category.
That's why checking accuracy is worth doing carefully. A list of wrong answers tells you there's a problem. Knowing where each wrong claim came from tells you what to change.
The quickest first look is Kite's free AI visibility checker. It asks ChatGPT, Gemini, Perplexity, and Claude the questions your customers ask, and in about 45 seconds it shows whether they recommend your business and who they recommend instead. It's free and needs no account.
Kite is an AI marketer. It researches your business, builds a growth strategy, and ships the work that brings you new customers. Checking how AI assistants describe your company, and fixing what they get wrong, is part of that work. Here's how it does it.
How Kite checks and corrects what AI assistants say about you
Kite starts with what's true. When you sign up, it researches your company and records your positioning, products, pricing, and customers in your team's knowledge base. The first time it shows you AI visibility findings, it tells you how it understands your positioning and asks you to confirm or correct it. That confirmed version becomes the standard every answer gets compared against.
Next, Kite asks the assistants. It runs a set of questions you agree on, including questions that name your company, and keeps the full answer from each one. It reads those answers for claims that don't match your confirmed positioning and your knowledge base.
For each wrong claim, Kite looks at the pages the answer cited, the pages it read without citing, and the searches it ran. That shows whether the mistake came from your site, from someone else's page, or from the model's memory. Kite then fixes the pages it can reach, drafts the correction requests for the ones it can't, and keeps asking the same questions to see when the answers change.
- Choose the questions that reveal how assistants describe you
- Read exactly what each assistant says about you
- Trace each wrong claim to where it came from
- Fix the pages you control
- Get outdated pages elsewhere corrected
- Keep checking until the answers change
Choose the questions that reveal how assistants describe you
The questions you ask decide what you'll find. Questions that name your company, such as "What does [your company] do?", "How much does [your company] cost?", and "Is [your company] a good fit for a ten-person agency?", show what each assistant believes about you. Questions about your category, such as "What's the best scheduling software for dental practices?", show whether that belief keeps you out of recommendations.
Kite proposes questions from what it knows about your business. When you ask it to find more, it suggests candidates and saves them on the Questions page in the Kite web app, where you tick the ones you want to keep. You can also give Kite your own questions word for word. Kite asks those exact questions every time it measures, so each round is comparable with the last.
A good set covers the facts buyers make decisions on. If the assistants keep misstating your pricing, add a question about price. If they put you in the wrong category, add a question that asks what kind of product you are. If they say you only serve large companies, ask whether you're a fit for a small team.
Read exactly what each assistant says about you
Kite keeps the full text of every answer, so you can read what each assistant said instead of a summary of it. Open any question in the AI Visibility section of the Kite web app, then open an answer. You see the answer as the assistant returned it, with your company's name highlighted. Below it, you see the brands it named in order, the pages it cited, the pages it retrieved but didn't cite, and the searches it ran to build the answer.
Kite asks your tracked questions in ChatGPT, Gemini, Perplexity, Google's AI Overviews, and Google AI Mode. It runs them every day by default, and you can switch to weekly or monthly. Kite's full AI visibility assessments also cover Claude. Asking more than once matters because AI answers vary. One answer might get your price right and the next one might not, and a single check can't tell you which version most buyers see.
Kite also reads the answers for you. It compares what each assistant says with the positioning you confirmed and with the products, pricing, and audience in your knowledge base. Then it tells you where they differ. For example, it might report that Perplexity describes you as a project management tool when you sell scheduling software, or that ChatGPT quotes your old $49 starter plan. It also notices when an answer describes your category in general terms without naming you at all.
Trace each wrong claim to where it came from
Every wrong claim has a source, and the source decides the fix. Kite traces each one using the evidence stored with the answer.
When an answer cites a page, Kite opens that page and checks whether it contains the wrong claim. If the old price appears on a software directory, or the wrong category appears in a comparison article, that page is the likely source. When the answer cites your own site, Kite looks at what the page actually says and whether an assistant can read it. A pricing page that shows its plans only after a script runs, or a homepage that never says plainly who the product is for, leaves the assistant to fill the gap from somewhere else.
The searches each answer ran help too. If an assistant searched for "[your company] pricing" and then cited a three-year-old review, you know which search led it astray. If an answer ran no searches and cited nothing, the claim most likely came from the model's memory. Those answers change more slowly, and the fix is to make the correct version easy to find everywhere the model learns from.
Kite also checks how readable your site is for AI systems. Its readiness scan runs 24 checks on your website, including whether important content loads without JavaScript, whether crawlers can reach your pages, and whether your structured data describes your company. Each check that doesn't fully pass comes with a recommended fix.
Fix the pages you control
Most accuracy problems start on your own website, so that's where Kite usually starts fixing. It rewrites the pages that assistants read for facts about you. Your homepage gets a plain statement of what you do and who it's for. Your pricing page gets current prices written as text an assistant can read. Your product pages get clear descriptions of what you offer and what you don't.
On a website Kite hosts, Kite also updates the information that sits behind your pages. That includes your organization markup, which is a block of labeled facts in your site's code that states your company's name, description, and official profiles. It also includes your llms.txt file, which gives AI systems a short guide to your most important pages. When an assistant keeps getting one question wrong, Kite can publish a page that answers it directly, such as a page that explains who your product is built for.
On a website Kite builds and hosts, Kite makes these changes itself. They wait as unpublished changes you can preview, and they go live when you approve them. If your site runs on Webflow, WordPress, Contentful, Sanity, or Storyblok, Kite makes the page changes through your connected account. Kite asks before it publishes, so you see every correction first.
Get outdated pages elsewhere corrected
Some wrong claims come from pages you don't control, such as directory listings, review sites, old comparison articles, and partner pages. Kite lists the outside pages that answers cite most often and shows which wrong claim each one carries.
For each page, Kite drafts what you need to get it corrected. For a directory or review site where you can claim your listing, that's the updated description and current pricing to paste in. For an article, it's a short message to the writer or editor that names the outdated detail, gives the correct version, and links to the page on your site that confirms it. Kite researches who's responsible for the page. You send the message from your own account.
These corrections take longer to show up than fixes on your own site, because they depend on other people and on the assistants finding the updated page again. They're still worth doing. A page that answers keep citing will keep repeating the wrong claim until someone changes it.
Keep checking until the answers change
AI answers don't update the moment you fix a page, so Kite keeps asking the same questions after the fixes go live. It compares the new answers with the earlier ones and shows you which wrong claims have stopped appearing, which ones remain, and which assistant still repeats them.
Kite separates real changes from the normal variation between answers. If an assistant gets your price right once out of many runs, Kite won't call that a fix. When you publish a change, Kite also records whether it worked, so you can see which corrections changed the answers and which pages still need attention.
Ongoing checks also catch new mistakes. When you raise prices, launch a product, or change your positioning, the assistants keep describing the old version until they find the new one. Kite's regular runs show you when that happens, and it can plan the next round of fixes from there.
What you get
A confirmed description of your company
Kite states how it understands your positioning, and you confirm or correct it. Every answer gets judged against that version.
A set of questions that test what assistants believe
The questions cover your company by name, your pricing, your audience, and your category, and you can add your own wording.
The full answers
For each question and assistant, you can read the complete answer, the brands it named, the pages it cited and retrieved, and the searches it ran.
A list of what's wrong and where it came from
Kite names each claim that doesn't match your business, the assistant that made it, and the page or memory it most likely came from.
Corrections to your own site
Kite rewrites and publishes the pages, markup, and llms.txt file that assistants read, after you approve them.
Correction requests for other sites
Kite drafts the updated listings and messages for the outside pages that carry outdated claims, ready for you to send.
Ongoing checks
Kite keeps asking the same questions and shows you when the wrong claims stop appearing.
How to get started
You can work with Kite in your browser or in Slack. Ask it in plain language, such as "What does ChatGPT say about us?" or "Perplexity says we're too expensive for small teams. Can you find out why?"
Kite tells you how it understands your positioning and asks you to confirm it. It proposes the questions to track, and you can add your own. It then asks those questions across the assistants, reads the answers, and comes back with what's wrong, where each mistake came from, and the fixes it would make.
You don't need to connect anything to start. Kite runs the questions with its own built-in tools. If your website runs outside Kite, connect your content system when you're ready for Kite to publish the corrections. Connect Google Search Console if you want Kite to compare what assistants say with how people find you in Google search.
By default, Kite asks before it publishes changes to your website or sends outreach. Approve each fix with the Approve or Publish button or a reply. Once you trust its work, you can give Kite more room to act on its own.
Integrations used to check what AI assistants say about your brand
Kite reads AI answers with its own built-in tools, so the first check needs no setup. You connect your own accounts when you want Kite to add your search data or publish corrections to a website it doesn't host.
Read and measure AI answers
Add your own search data
Publish corrections to your website
Common questions
How long does it take for ChatGPT to stop saying something wrong about my company?
It depends on where the wrong claim comes from. When an answer searches the web and cites a page, fixing that page can change the answer within days or weeks, once the assistant finds the new version. When the claim comes from the model's memory, it can last until the model is retrained, which can take months. Kite's ongoing checks show you which kind of mistake you're dealing with and when each one stops appearing.
Can I just tell ChatGPT it's wrong?
Correcting an assistant in your own chat changes that conversation, not the answers other people get. Most assistants have a feedback button on each answer, and it's fine to use it, but it doesn't reliably change future answers for anyone else. The dependable fix is to change the pages the assistants read, because every future answer that searches the web will find the corrected version.
Why do different assistants say different things about my company?
Each assistant searches different sources and leans on different training data. One might cite your website while another cites an old directory listing, so they reach different conclusions about the same fact. That's why Kite checks each assistant separately and shows the cited pages for every answer. A claim that only one assistant gets wrong usually points to one specific source.
How is this different from tracking whether AI assistants recommend my company?
Recommendation tracking asks whether assistants name you when buyers ask about your category. Accuracy checking asks whether what they say about you is true. The two connect, because an assistant that thinks you serve a different market won't recommend you to the right buyers. Kite does both from the same answers. Its AI answer visibility work focuses on getting recommended, and brand reputation monitoring covers mentions of your company across the wider web.
Do I need my own AI visibility tool or account to use this?
No. Kite asks the questions and stores the answers with its own built-in tools, so you can start without a separate subscription. You only connect your own accounts when you want Kite to publish corrections to a website it doesn't host or to add your Google Search Console data.