AI makes mistakes about my brand: what to do
AI makes mistakes about your brand in five distinct ways, and each one has a different fix and a different owner. Here is how to sort them, and which Promptwatch plan covers which step.
When AI makes mistakes about your brand, the instinct is to treat every wrong answer as the same problem and throw content at it. That wastes a lot of effort. A chatbot quoting last year's price and a chatbot saying your support is slow are two very different situations. One is a stale page. The other might be your support queue.
So before you fix anything, sort the mistake. In our experience reviewing GEO software and the workflows around it, almost every brand error falls into one of five types, and each one has its own fix path and usually its own owner inside the company.
The five kinds of mistakes
1. Outdated: it used to be true
This is the most common one. Say a hypothetical company, Acme, retired its Starter plan last spring. ChatGPT still tells buyers Acme "starts with a Starter plan for small teams." Nothing was invented here. The engine found a page, or remembered one, that was accurate at the time.
The fix is about sources. Find the page that still states the old fact: an old pricing page, a launch post, a help article, a partner's listing. Update it in place or redirect it to the current page. Then state the current fact in plain text on a page you control. A price that only appears inside an image or a toggle is easy for a reader to see and hard for a crawler to quote.
2. Conflated: you got mixed up with someone else
Acme the software company shares a name with Acme the logistics firm, and one engine merges them. Suddenly Acme "was founded in 1987 and operates warehouses in Ohio." Conflation also happens with a parent company, a former product name, or a competitor with a similar name in the same category.
You can't make the other company go away. What you can do is make your own identity unmistakable: say who you are, what category you are in, where you are based, and what your products are called, in the same words on your homepage, about page, and listings. Comparison prompts ("Acme vs [similar name]") are worth adding to your test set so you can see when the blending happens.
3. Invented: a feature or integration that does not exist
A buyer asks whether Acme integrates with a CRM, and the engine says yes. It doesn't. Invented claims usually fill a gap. If your integrations page lists what you support but never says what you don't, the engine has room to guess, and it tends to guess generously.
The fix is to close the gap in writing. A short FAQ line such as "Acme does not have a native integration with X; teams connect it through Zapier" gives the engine something true to quote. Then check third-party listings, because a directory entry that ticks the wrong box can feed the same claim.
4. Wrong audience or positioning
"Acme is an enterprise platform for large teams." Acme sells to ten-person startups. This kind of claim is not exactly false. It is a reading of what you publish, and often a fair one. A pricing page that only says "contact sales", case studies that all feature big logos, and a homepage that says "built for scale" add up to an enterprise story whether you meant it or not.
This one belongs to whoever owns positioning, not to whoever owns SEO. Publish pages for the audience you actually want, with plain statements about team size and use case, and look at how review sites and comparison posts describe you.
5. True but unflattering
"Users say Acme's mobile app is limited." If the app is in fact limited, no page edit will fix the answer, and you shouldn't want it to. Rewriting the narrative without changing the product mostly produces content that reviewers and forum threads keep contradicting.
Send these to the product or support team with the evidence: how often the claim appears and which engines repeat it. When the thing really changes, document it in a changelog or release note so there is a dated, public page stating the new reality.
How to sort a mistake quickly
A few questions get you to the right bucket in a couple of minutes:
| Question | If yes | Usual owner |
|---|---|---|
| Was it ever true of us? | Outdated | Web or content team |
| Is it true of another company? | Conflated | Brand and content |
| Was it never true of anyone we know? | Invented | Content, plus listings |
| Is it a fair reading of what we publish? | Positioning | Product marketing |
| Is it simply true? | Product issue | Product or support |
When a wrong answer comes with a citation next to it, the cited page is often where the fix starts. We cover that in a separate guide on what to do when AI is citing wrong information about your brand.
Doing it by hand
For one brand and a small prompt set, the manual version works. Run the questions buyers ask, paste full answers into a sheet, mark each claim, and tag it with one of the five types. Our step-by-step method for fact-checking what AI says about your brand covers the routine, and the outdated info checklist goes deeper on the first type.
The manual version strains in predictable places. Grouping claims that say the same thing in different words takes judgment, and two people will group them differently. Searching your own site for every claim and its opposite is slow once you have more than a few dozen pages. And every fix needs a re-check, which means doing the whole pass again.
Where Promptwatch fits, plan by plan
Promptwatch is the platform we'd look at first for this job, mainly because the sorting and the checking live in the same place. Here is what each step needs.
Brand Narrative: every plan, from Essential at $95/mo
It pulls the individual claims AI makes about you and your competitors out of your tracked responses and groups repeats, so you see how often a claim appears and which models say it. Claims are filed under themes such as Pricing, Features, Support, and Reputation. Each claim is scored positive, neutral, negative, or mixed, each theme gets a score from 0 to 100, and you can compare themes side by side with competitors. That alone handles most of the sorting: an outdated pricing claim shows up under Pricing, a positioning problem shows up as a theme where a rival scores better than you, and a true-but-unflattering claim shows up as a negative claim that every model repeats.
For conflation, the Brand Book helps. It holds brand aliases and analysis instructions that decide what counts as a mention of you, so the logistics Acme stops polluting your numbers.
Fact Check: Business ($579/mo), Agency Scale ($799/mo), and Enterprise
You mark a claim Accurate or Inaccurate, and Fact Check reads the pages crawled from your site for ones that state the claim or the opposite. It returns the pages, the quotes, and a next step. Each check uses Agent Credits, and you see the estimate before it runs. Fact Check is not on Essential, Professional, Kick-off, or Growth.
This is where the five types separate cleanly. If Fact Check finds your own page stating the old price, you have an outdated page to update. If it finds nothing either way, you have a gap, which is the classic setup for an invented claim. Keep in mind what it does not do: it tells you what your site says, not whether a claim is true in the world. The judgment stays with you.
Accuracy score: same plans as Fact Check
Since the November 4, 2026 changelog, and on top of Fact Check, Promptwatch reports the share of your brand's checked mentions that are accurate, as one score and as a heatmap per model and theme. Claims you marked count as you marked them; otherwise the latest completed fact check decides. Inconclusive and unchecked claims are left out, so look at how many claims the score rests on before you report it. Our post on scoring accuracy per model explains how to read the heatmap.
Professional in between
Professional ($245/mo) has no Fact Check, but it adds crawler logs and AEO articles. The crawler logs matter after a fix, because they show whether AI crawlers have fetched the corrected page yet.
When Business pays off
Staying on Essential and doing the page check by hand is fine if you track one brand, your site is small, and wrong claims show up a few times a month. You get Brand Narrative's grouping and theme scores, and searching a few dozen pages for one claim is an afternoon of work.
Business starts to earn its price when the checking becomes the bottleneck. That happens when Brand Narrative surfaces more claims each week than someone can verify, when your site has hundreds of pages and the wrong fact could be on any of them, or when you need a number for leadership showing that accuracy improved after the fixes. Agencies running this for several clients face the same math, and Agency Scale is the agency tier with Fact Check.
Next step
Start the 7-day free trial on Business with monthly billing, add a handful of buyer prompts, and let Brand Narrative collect claims for a few days. Then mark the five worst claims and run Fact Check on them. You will know quickly which of the five types you are dealing with, and whether the checking volume justifies the plan.