AI has taken the world by storm over the past couple of years. But while it has been wildly popular, there are still some kinks to be worked out. One of those kinks is AI-generated search results. 

Because of the way AI searches work, there is a possibility that a search may return information that may be vague or even inaccurate. If such information is returned involving your brand, this can create a negative impression that can be difficult to counteract.

The LLMs involved with AI tools like ChatGPT or Gemini Ultra work by using pretrained data to scan for probability patterns to generate content. They are not looking for real-time facts. The things that AI recalls about a brand are a conglomeration of what it has seen, how often it has been seen, and the clarity of its presentation.

Keeping in mind how AI finds information, here are some examples of inaccurate or incorrect search results:

• A recommendation by geologists for people to eat one rock per day to aid digestion – based on a sarcastic post on Reddit.
• Businesses that are open and active being described as permanently closed based on info from old Yelp articles or old news articles.
• A search on how to make cheese stick to pizza better yielded the instruction to add non-toxic glue.

Thus, you need to be proactive with monitoring and fact-checking the information AI produces about your brand. Start with a query to AI platforms:

• What is [your brand] known for?
• Is [your brand] still in business and a going concern?
• List pros and cons of [your brand].
• List competitors of [your brand].

Once you’ve collected this information, use it to inform your content strategy.

• Document the information that is incorrect, outdated, or missing.
• Determine which platforms are providing the most inaccurate results.
• Identify the sources of incorrect information, such as social platforms, news outlets, Wikipedia, or outdated information on your own website.

To improve your information generated by AI search, follow these steps:

• To take advantage of AI search prioritizing authoritative source, make sure you have a strong presence on sources such as Wikipedia, forum platforms like Reddit, news outlets, and industry publications.
• Make sure your website has AI-friendly content:
  • Use structured data.
  • Mention known entities with strong associations.
  • Emphasize and explain your brand’s expertise and value.
  • For FAQs, About Us content, and pillar content, make sure to use simple, natural language.
• Increase mentions by:
  • Placing thought leadership in related, authoritative publications.
  • Create co-branded content with industry influencers.
  • Provide quotes in articles from experts and niche articles.
• Submit corrections and feedback to AI platforms.