What Does ChatGPT Say About Your Brand?

What ChatGPT says about your brand matters more than most marketers realize. AI-referred visitors convert at 23x higher rates than organic search visitors. That means when someone asks ChatGPT about your category and your brand gets mentioned accurately, those visitors are extraordinarily valuable. And when ChatGPT gets it wrong — or doesn't mention you at all — you're losing high-intent customers before they even reach your site.

How to Check What ChatGPT Says (Manual Method)

Before you use any tool, do this yourself. Open ChatGPT and ask these five questions:

1. "What is [your brand name]?"
2. "What are the best [your category] tools?"
3. "How much does [your brand name] cost?"
4. "[Your brand] vs [top competitor]"
5. "What do people say about [your brand name]?"

Write down the responses. Pay attention to three things: whether you appear at all, whether the information is accurate, and where competitors appear that you don't.

Common Surprises (What We See in Audits)

After running thousands of brand audits, here are the most common problems we find:

Wrong Pricing

This is the number-one hallucination category. ChatGPT might say your product costs $29/month when it's actually $49, or claim you offer a free plan when you don't. Pricing hallucinations directly affect purchase decisions — a potential customer who thinks you're more expensive than you are will choose a competitor.

Outdated Product Information

ChatGPT might describe features you removed, list old team members, or reference a product version that no longer exists. If you pivoted or significantly updated your product, the training data might not reflect the change.

Competitor Confusion

AI sometimes merges information from similar brands. We've seen cases where ChatGPT attributes a competitor's features to the wrong company, or describes Brand A using Brand B's positioning. If your brand name is similar to another company, this risk increases.

Complete Invisibility

For many smaller brands, ChatGPT simply says "I don't have specific information about [brand]." This means your brand entity isn't strong enough in ChatGPT's training data. You're invisible — and every question about your category drives customers to competitors who are visible.

Fabricated Claims

In rare but damaging cases, ChatGPT fabricates information entirely — citing awards you didn't win, customers you don't have, or partnerships that don't exist. This can create legal and trust issues if potential customers encounter these false claims.

Why This Matters More Than You Think

The shift to AI search is accelerating:

• OpenAI reports ChatGPT handles over 1 billion queries per week across consumer and enterprise users.
• According to Similarweb, ChatGPT is now the 10th most visited website globally — ahead of most social platforms.
• A Stanford study found that 73% of ChatGPT users trust its product recommendations without verifying elsewhere.
• Bain & Company data shows 80% of B2B buyers use AI assistants during their purchase evaluation.

When someone asks ChatGPT for a recommendation and your brand appears accurately, those visitors are 23x more likely to convert. They arrive pre-qualified, pre-informed, and ready to buy. When your brand appears inaccurately — or not at all — you lose that entire channel.

How to Fix What AI Says About You

1. Fix inaccuracies first. Wrong information is worse than no information. Add Product and Organization schema markup to your key pages with correct, current data. This gives AI structured facts to reference instead of guessing.
2. Create a definitive brand page. One page that concisely states what your brand is, what it costs, what it does, and who it's for. Write it in a format AI can extract: clear headings, bullet points, specific numbers.
3. Strengthen your entity signals. Consistent brand naming across the web, Knowledge Graph presence, Wikipedia or Wikidata entry, and mentions in authoritative publications.
4. Publish citation-worthy content. Original research, specific data points, and expert analysis that AI platforms want to reference. See our guide on how ChatGPT decides which brands to recommend.
5. Monitor regularly. AI responses change as models retrain. A quarterly check isn't enough — you need at minimum monthly monitoring to catch inaccuracies before they cost you customers.

The Automated Approach

Manual checking works for a one-time audit, but it doesn't scale. You can't manually check four AI platforms across 25 queries every week. You'll miss changes, skip platforms, and spend hours on something a tool can do in minutes.

That's exactly what 99Visibility does. It queries ChatGPT, Perplexity, Google AI, and Claude with your target queries, scores your visibility on each platform, detects hallucinations and inaccuracies, and generates specific recommendations to fix every issue it finds.

Find Out What AI Says About You

Don't wait to be surprised by what a customer heard from ChatGPT. Sign up for 99Visibility and get your first audit in under five minutes. See what every major AI platform says about your brand — the accurate, the inaccurate, and the invisible — and get a clear plan to fix it.