When AI Gets Your Company Wrong: Fixing Pricing, Locations and Certifications

In this article

1. Why AI gets companies wrong
2. Step 1: Audit what AI says about you
3. Step 2: Trace each wrong claim to its source
4. Step 3: Fix your own site first
5. Step 4: Correct third-party sources
6. Step 5: Push the changes
7. Step 6: Use the feedback buttons
8. Step 7: Make your company easy to tell apart
9. How long fixes take
10. Frequently asked questions

Why AI gets companies wrong

OpenAI's own help page warns that search results and citations "can be incomplete, outdated, or incorrect". For businesses, the errors fall into a few predictable patterns:

• Stale pages and documents on your own site. A 2021 price list, a product sheet for a discontinued line or an old "locations" page that's still online. Assistants lean toward fresh content on average, but they still cite whatever answers the question.
• Outdated third-party listings. Directories, review sites, data aggregators and old press coverage that still show your previous address, phone number or service area.
• Entity confusion. Another company with a similar name, sometimes in another state or industry, gets merged with yours.
• Gaps. If your site doesn't state your certifications, minimums or service area, the assistant fills in from elsewhere or guesses.
• Training data. When an assistant answers without searching, it relies on what the model learned during training, which can be months or years out of date.

The cost is real. An assistant that says you "serve Ohio only" when you ship to 38 states removes you from shortlists you should be on. In our sample audit, two assistants described the company incorrectly, and one confused it with a plumbing wholesaler of a similar name.

Step 1: Audit what AI says about you

Write 15 to 25 fact questions buyers might ask, and run each one in ChatGPT, Gemini, Microsoft Copilot, Perplexity, Claude and Google AI Overviews:

• "Where is [Company] located? Which states does it serve?"
• "Is [Company] ISO 9001 certified?" (or your relevant certifications)
• "How much does [Company] charge for [service]? What's the minimum order?"
• "Does [Company] still offer [product line]?"
• "Who owns [Company]? How many employees does it have?"
• "What's the phone number and email for [Company] sales?"

Log every claim in a simple table: assistant, question, what it said, the source it cited (if any), the truth, and severity. High severity means it would cost you a deal (wrong location, wrong certification, wrong company). Medium means it's misleading (old pricing, discontinued products). Low covers minor details.

Step 2: Trace each wrong claim to its source

When the assistant cites a source, open it. When it doesn't, search Google and Bing for the exact wrong phrase ("Ohio only", the old phone number, the discontinued product name) in quotes, and search your own site the same way. Most errors trace back to one of a handful of pages. Fix those and several wrong answers disappear at once.

Step 3: Fix your own site first

1. Publish the facts plainly. Your About or company page should state your legal name, headquarters and locations, service area, founding year, size, certifications (with numbers or registrars), key products and what you don't do. Use our answer-ready page template.
2. Retire outdated documents. Update old PDFs and pages, redirect them to the current version, or remove them and return a 404 or 410 so crawlers drop them.
3. Remove contradictions. If one page says 3 warehouses and another says 2, pick the true number and fix both.
4. Add Organization schema with your name, address, contact points and sameAs links to official profiles (examples here).
5. Update your llms.txt "key facts" section so agents that read it get the same facts (how llms.txt works).
6. Show a "Last updated" date on pages with prices and specs (freshness signals).

Step 4: Correct third-party sources

Assistants check facts against other sites, so fix the listings they're likely to read, starting with the ones that showed up in Step 2:

• Google Business Profile and Bing Places for every location. Bing data matters directly for Copilot.
• LinkedIn company page and Crunchbase: size, headquarters, description and website.
• Industry directories and marketplaces your buyers use (for manufacturers, for example, sourcing platforms and association member directories).
• Review sites, by claiming your profile and correcting the business details.
• Wikidata, if your company meets its notability policy. It's a structured source many systems draw on.
• Old press coverage. You can't edit it, but you can ask publishers to add a correction, and you can publish a dated news post or press release about the change (new location, rebrand, acquisition, discontinued line).

Step 5: Push the changes

Don't wait for a recrawl. Submit updated and removed URLs through IndexNow, which reaches Bing (and Copilot) and other participating engines at once. Request indexing for key pages in Google Search Console's URL Inspection. Keep your XML sitemap's lastmod dates accurate.

Step 6: Use the feedback buttons

Each assistant lets users flag a bad answer: thumbs down in ChatGPT, the feedback option on Google AI Overviews, and feedback in Copilot and the others. It costs a minute, so do it for high-severity errors, explaining what's wrong and where the correct information is. Don't expect it to fix anything on its own. There's no general "correct my company" form, and the reliable fix is still the sources.

Step 7: Make your company easy to tell apart

If an assistant confuses you with another business, make the difference unmistakable:

• Use your full name with location and industry together near the top of key pages ("Northfield Industrial Supply, an MRO distributor in Toledo, Ohio").
• Keep the name identical across your site, schema, LinkedIn, Google Business Profile, Bing Places and directories.
• Link all official profiles in Organization schema sameAs, so systems can connect them to one entity.
• Where it's true and useful, say what you're not: "Not affiliated with Northfield Supply Group".

How long fixes take

Rerun your fact questions monthly. Track the number of wrong claims and their severity over time. That's the Accuracy dimension of our Agent Visibility Score.

Frequently asked questions

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Find out what AI says about you

Start with the basics: the free LLM Readiness Check confirms AI crawlers can read your site, so your corrected pages can actually be picked up.

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