What Does AI Say About Your Brand? How to Find Out — and Track It
By Keith Schilling · August 7, 2026 · 5 min read
Somewhere today, an AI assistant described your company to a potential customer — your pricing, your strengths, who you're "best for," who beats you. You weren't in the room. Most companies have never once checked what gets said.
The first audit takes an afternoon and tends to produce two reactions in sequence: relief that the engines know you exist, then a specific, fixable discomfort about what they get wrong.
The one-afternoon brand audit
Ask ChatGPT, Perplexity, and Gemini these six questions, from clean sessions, and save every answer verbatim: What is [company]? What does [company] cost? What are the pros and cons of [company]? Who is [company] best for? What are alternatives to [company]? Is [company] better than [main rival]?
Read the answers as a fact-checker, not a fan. Wrong pricing is the most common error we see — engines quoting plans you retired two years ago. Stale positioning is second: descriptions frozen at whatever your website said when the training data was cut, missing your current story entirely. Third: the "best for" framing, where engines confidently assign you a niche you may not want.
Where the errors come from
Engines assemble your description from training data plus whatever they retrieve live — your site, review platforms, comparison articles, old press. Every error traces to a source. Wrong price? Some third-party listicle still shows 2024 numbers, or your own pricing page is unreadable to crawlers. Wrong positioning? Your G2 category and your homepage tell different stories, and the engine picked one.
This is the useful part: fixing what AI says is mostly fixing what AI reads. Current pricing on a crawlable page, consistent category language everywhere your brand appears, refreshed review-site profiles, and answers to the comparison questions on your own domain. Our optimization guide covers the mechanics.
From one-time audit to standing watch
The afternoon audit has a shelf life. Models update, retrieval sources shift, competitors publish — and what AI says about you moves without notice. The standing version tracks two layers on a schedule: what engines say when asked about you directly (accuracy watch), and how often they surface you when buyers ask category questions without naming you (visibility — the layer that fills or starves your pipeline).
That second layer, run monthly across four engines with every answer stored, is what Treyci automates. But run the afternoon version this week regardless. Every marketing leader should know what the machines are telling their buyers — the ones who check are consistently surprised by something.
Treyci tracks your brand across ChatGPT, Perplexity, Gemini, and Grok — every prompt run three times, every month, from $99.
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