AI reputation management
I work out exactly what AI systems say about your company, which claims are wrong and where they come from. Then the sources get fixed and the answers get tested again. No one can make a model change its answer, but you can take away the grounds for a wrong one.
When do you need reputation work?
When a wrong answer costs you a client or puts your reputation at risk.
The model says untrue things
An AI system claims things that never happened: services you do not offer, other companies’ problems, invented facts.
The data is outdated
It quotes old prices, a closed branch, an executive who left or the company’s former name.
Old negative stories resurface
An issue resolved years ago keeps showing up in answers as if it were current.
The answer is incomplete
Each fact is technically correct, but taken out of context, so the overall picture is wrong.
Rebrand or launch
You are changing your name, leadership or product and need to see how it shows up in answers.
You are confused with others
Facts about a company with a similar name end up in the answer – including its problems.
What goes into
reputation work?
Reputation prompt set
- Direct branded prompts: what the model says about you
- Prompts about reliability, reviews and track record
- Comparison prompts against competitors
- Prompts about your people and leadership
Recording the claims
- Prompts run several times each in the agreed AI systems
- Every claim about the company pulled out of each answer
- Each claim labeled: correct, outdated, incomplete or false
- How often each claim repeats between runs
Breaking claims into checkable facts
- Each claim reduced to a fact that can be checked
- Checked against the company’s real data
- Factual errors separated from opinions
- Priority set by commercial and reputational damage
Tracing the source of each error
- Where the model could have taken each false claim from
- External articles, directories, review sites and forum threads checked
- Outdated pages on your own site found
- An honest call on whether each source can be fixed at all
Register of correct facts
- The correct wording for every disputed point
- Evidence: documents, publications, pages on your site
- A public facts page others can link to
- Wording for answering uncomfortable questions
Fixing the sources
- Updates on your site and in your own profiles
- Correction requests to platforms such as directories and review sites
- New material that fills the information gap
- A plan for sources that cannot be fixed
Re-testing
- The same prompt set run again after 30 days
- Claims compared before and after
- A report on every item in the register
- Monitoring during a rebrand, launch or leadership change
How does the project run?
Prompt set
I draft the list of branded prompts and agree it with you. 1–2 days.
Measurement
Runs, claims pulled out and labeled. 3–4 days.
Fact check
Claims checked against your real data and ranked. 2 days.
Sources
Where each error comes from. 2–3 days.
Corrections
Your site, your profiles, requests to platforms, new material.
Re-measurement
The same prompts after 30 days and a final report.
What do you get?
The register of claims is a working tool: it shows what is already fixed and what will take time.
Register of claims
Every claim found, its status, how often it appears and the damage it does.
Error source map
Where each false claim comes from and whether it can be fixed.
Register of correct facts
The correct wording with evidence for every disputed point.
Correction plan
What I do, what you do, what needs a lawyer, and in what order.
Original AI answers
Exports and screenshots of every answer checked – the evidence base.
Re-test report
The status of every claim 30 days after the corrections.
Timeline and format
- Main work – 10–15 business days
- Re-test – 30 days after the corrections
- Platforms answer correction requests in anywhere from a week to a month
- Monthly support – a measurement every month and a response to new claims
What I need from you
- Documents and data that confirm the correct facts
- The company’s position on disputed points and old stories
- Access to your profiles and site to make corrections
- Your lawyer, where an official position is needed
Not included
- Removing truthful negative material – that is neither possible nor honest
- Fake reviews or paid removal services
- Legal representation – a lawyer on your side handles that
How is the result measured?
By the share of answers with errors across the whole prompt set, not by one lucky or unlucky run.
Share of wrong answers
How many answers in the set contain false claims.
Sources fixed
What part of the error sources found has been dealt with.
Answer completeness
Whether key facts that were missing now appear in the answers.
What usually goes with it?
Entity optimization
Most reputation errors start with data that does not match across sources.
from $790 →AI citation building
Sometimes the fix is not correcting an old source but adding a new one.
from $690 →AI visibility monitoring
Regular checks, so new inaccuracies do not live for months.
from $290/mo →Related reading
How to check your brand's visibility in ChatGPT, Gemini and Copilot
One prompt with your brand name proves very little. Here is the repeatable method I use: a fixed prompt set, repeat runs, a log of full answers, AI share of voice and what Bing and Google report.
Read →What is generative engine optimization (GEO), and how is it different from SEO and AEO?
GEO is the work of getting your business named and cited in AI answers. I explain how it relates to SEO and AEO, what to measure instead of rankings and what a realistic first 90 days look like.
Read →Questions about AI reputation
Can you make ChatGPT stop saying untrue things about us?
What about negative material that is true?
How soon will a false claim disappear?
Can you fix our reviews on Trustpilot, G2 or Google?
We are in a legal dispute. Do you handle that?
We are planning a rebrand. When should we start?
Discuss AI reputation
Tell me what AI systems get wrong about you. I will check it and reply within one business day with where it most likely comes from.
I reply within one business day. For a larger project, fill in the project brief.