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How to check what ChatGPT and other AI assistants say about your company

A check you can run yourself: buyer questions without your company name, fresh chats, several AI assistants, notes, and a repeat run.

Published

4 min read

In short

  1. Ask AI your buyers' questions in their words, without your company name, each in a fresh chat.
  2. Ask several AI assistants used in your market, and for every answer note whether you were named, who was named instead of you and which pages were cited.
  3. The result is a number for each assistant separately. Zero is a result too, and you can only compare checks done the same way.

Your customers already ask ChatGPT, Gemini, Claude and other AI assistants what to buy, where to order and who to hire. People ask a question and get two or three names.

Whether one of them is yours is something you can check yourself. Here is a five-step routine, and what to count as a result.

  1. 1Buyer questions in their own words
  2. 2A fresh chat for each question
  3. 3Several AI assistants in your market
  4. 4Who was named and where the answer came from
  5. 5A repeat run done the same way

Same questions, same AI assistants, fresh chats

Five steps of the check. The fifth leads back to the first: you can only compare checks done the same way.

Step 1. Write down your buyers' questions in their words

Don't start with “what do you know about company X”. Start with what someone who has never heard of you would ask: “Who can I trust to renovate my apartment?”, “Which CRM should my sales team use?”.

Leave your company name out: your buyer doesn't know it yet. Mix broad questions about your category with narrow ones about what sets you apart.

Questions with your name

Separately, ask a few questions that do include your name: “What is X?”, “What does X do, and who is it for?”. These test something else - whether AI knows you and gets the facts right. Count them separately from the first set.

Step 2. Ask each question in a fresh chat with no history

AI assistants tailor answers to the person asking: memory, past conversations, personalization. You want the answer a stranger would get.

So ask each question in a new chat: ChatGPT and Gemini offer a temporary chat, and Claude has an incognito mode. Paste each question word for word, with no follow-ups.

The answer depends on location too

In our October 2, 2026 measurement, ChatGPT brought up Armenia and Yerevan in some of its answers to Russian-language questions that didn't mention them: the measurement ran from Yerevan. Note where you asked from. Ask from the country where your buyers live, and from the same place every time.

Step 3. Ask several AI assistants used in your market

One assistant isn't the market. Pick the assistants your customers actually ask, write the list down and keep it the same between checks.

For measurement, we pick four AI assistants used in your market, lock them in before we start and don't change them between measurements.

Step 4. Record who was named and where the answer came from

For every answer, note three things:

  • Whether your company is named in the text of the answer. A link to your website without your name is not a mention.
  • Who the assistant named instead of you.
  • Which pages it cited, if it showed links.

Save the full answer with the date and the assistant's name. Later, you won't be able to reconstruct it from memory.

Who can I trust to renovate my apartment?

Competitor A

Competitor B

  • directories
  • roundups
  • reviews

Whether your company is named

Who AI named instead of you

Which pages it cited

Illustration: what to note for every answer. Names and sources are placeholders.

Step 5. Repeat the same way

Same questions, same AI assistants, fresh chats.

You can only compare checks done the same way: change a question or an assistant, and the comparison is lost.

What counts as a result

The result is a number for each assistant separately: how many answers out of how many named you. A combined score across assistants hides the difference - one may name you while another doesn't.

Zero is a result too: it shows where you start.

Questions with your name give a second number: how many facts about you the assistant gets right, and where it gets them wrong.

Decide what counts as a result before the first check, not after.

This is how we work too

We measure. We put the facts about your company in one place. We fix the places AI gets its answers from. We measure again, the same way.

We don't quote numbers without a measurement date. We don't hide the zeros: if AI still doesn't name you, you'll be the first to know.

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