How to Audit Your Brand's Reputation in AI Chatbots

To audit your brand’s reputation in AI chatbots, ask several assistants a fixed set of questions about your brand, record their answers in a simple sheet, score them for accuracy and tone, and trace any problems back to the sources behind them. Repeating the same audit every month shows whether your reputation in AI answers is improving.

Step 1: Choose the Assistants

Test the ones your customers are likely to use. A common set is ChatGPT, Gemini, Claude, Perplexity and Microsoft Copilot. Note whether each one is searching the web or answering from memory, since results can differ. Use a logged-out or fresh session where possible so past chats do not influence answers.

Step 2: Write Your Prompt List

Use 15 to 25 prompts in four groups:

• Identity: “What is [brand]?”, “Who owns [brand]?”
• Reputation: “Is [brand] trustworthy?”, “What do customers complain about with [brand]?”
• Comparison: “[brand] vs [competitor]”, “Alternatives to [brand]”
• Category: “Best [product type] for [use case]” where you would hope to appear.

A coffee roaster in Melbourne might test “Is [brand] coffee ethically sourced?” and “best specialty coffee subscription in Australia”.

Step 3: Record Answers Consistently

Create a sheet with columns for date, assistant, prompt, mentioned (yes/no), position, tone, factual errors and sources shown. Copy the full answer into a notes column. Consistency matters more than volume.

Step 4: Score Each Answer

1. Accuracy: 0 if wrong facts, 1 if partly right, 2 if correct.
2. Tone: negative, neutral or positive.
3. Completeness: does it mention your main products and strengths?
4. Freshness: does it reflect your current offer or an old one?

Step 5: Trace Problems to Their Sources

For each error or negative claim, look for where it might come from. Perplexity and AI search modes often show links. For others, search the claim yourself. Common sources include outdated directory listings, an old news article, a forum thread or your own forgotten pages.

Step 6: Build Your Action List

• Wrong facts: correct your site and ask third parties to update theirs.
• Old information: publish current details clearly and redirect outdated pages.
• Fair criticism: fix the underlying issue and communicate the change.
• Missing from category answers: create focused content and earn mentions on sources AI uses in your sector.

If assistants state things that are simply invented, see fixing AI hallucinations about your brand.

Step 7: Repeat and Compare

Run the same prompts each month. Answers vary naturally, so look for trends over several months rather than reacting to one response. Track how often you are mentioned and whether accuracy improves. For metrics, see AI search brand performance tracking.

Example of a Finding

Imagine a language school in Valencia runs the audit. Three assistants describe it accurately, but one still lists a campus it closed two years ago, and another says it only teaches adults although it now runs teen courses. Tracing these leads to an old directory listing and an outdated “About” page. Fixing both sources and publishing a clear page about the teen programme becomes the top action, with a recheck planned for the next monthly audit.

How Keboost Helps

Doing this by hand takes hours. Keboost tracks your prompts across major AI assistants automatically, shows where your brand and competitors appear and how they are described, and helps you create and distribute content to address the gaps. Run a free AI visibility check to get your first audit snapshot.