How to check what an AI assistant currently says about your business

You can’t fix what you haven’t looked at. This takes about twenty minutes and needs nothing except a browser and somewhere to write the answers down.

Run the same four questions in three places

Use ChatGPT, Google’s AI mode or Gemini, and Perplexity. They pull from different places and they disagree more than you’d think.

• The category question. Best MS pipe suppliers in Gujarat. Whatever your buyer would type. Note every company named and the order.
• The specific question. Add the qualifier a real buyer uses. A size, a grade, a certification, a city.
• The direct question. Ask about your company by name. What does it say. Is any of it wrong.
• The comparison question. Ask it to compare you with the competitor you lose to most. See what it thinks the difference is.

Reading the results honestly

Three outcomes and each means something different.

You’re not mentioned at all. The most common outcome for an established Indian business with a dated site. It means there isn’t enough readable text about you for the system to be confident. That’s a publishing problem.

You’re mentioned but described wrongly. Usually means the newest readable information about you is old. Old certifications, a product line you dropped, a director who left. Also a publishing problem, and a more urgent one.

You’re mentioned correctly. Good. Check what it cites as the source, then make sure that page stays current.

Ask where it got that

Perplexity shows sources by default. With the others, just ask which sources it used. Sometimes the answer is a directory listing you’ve never updated, or a trade portal profile from 2014 that you forgot existed.

Those old profiles are often easier to correct than anything else on the list. A twenty minute email to a directory can fix a wrong phone number that’s been quoted for years.

Do it again in three months

Write down what you got, with the date. Then repeat after any significant content work. This is the only practical way to see whether anything you did made a difference, because none of it shows up in your analytics.

Keep it in a spreadsheet. Four questions, three assistants, one row per quarter. That’s a monitoring habit that costs almost nothing.

What not to conclude

These systems vary between runs. Ask the same question twice and you may get different companies. Don’t read too much into a single answer, and don’t panic about one bad result.

The pattern over several questions and several months is the signal. One reply is noise.

Written by Sameer Gaikwad, founder of Buildgin. Thirty three years in electrical power systems across global MNCs, now applying the same condition monitoring habit to websites.