Governing What AI Assistants Say About Your Company

You cannot control what AI assistants say about your company, but you can govern the information you publish and how you respond when answers are wrong. A simple governance process names an owner, keeps a list of approved facts and claims, reviews content before it goes out, monitors key answers, and records how errors are handled. This matters most in regulated sectors like finance, health and legal services.

Why governance matters here

AI assistants summarise your company for customers, candidates, journalists and investors. If an answer states the wrong fee, an outdated product feature or a claim your compliance team would never approve, the impact can be real, even though the assistant wrote it, not you. A governance process does not make you responsible for every AI output, but it shows you took reasonable steps to keep public information accurate.

Part 1: Clear ownership

Decide who is responsible. In many companies, marketing owns the content and monitoring, communications owns brand reputation, and compliance or legal approves sensitive claims. Write this down, including who decides when an urgent issue arises.

Part 2: An approved facts register

Keep a single, internal list of approved public facts: legal entity names, registration numbers, addresses, products, fees or price ranges, key figures, executive names and roles, and approved descriptions. Every public page, listing and press release should match it. When something changes, update the register first, then the public sources.

Part 3: Claim review

Content created to improve AI visibility must follow the same rules as any other marketing. In regulated sectors, that may mean:

• No performance promises or misleading comparisons.
• Required risk warnings or disclaimers on financial and health topics.
• Evidence on file for every factual claim.
• Review by a qualified person before publishing.

Be wary of any provider that publishes content about your company without your approval.

Part 4: Monitoring

Define a set of prompts that matter for risk and reputation, for example “what fees does [company] charge?”, “is [company] regulated?”, or “has [company] had any problems?”. Check them across the assistants your audience uses, on a regular schedule. Record the answers so you can show what was said and when.

Part 5: Error handling

When an answer is wrong, follow a set routine:

1. Record the answer, the assistant, the date and the prompt.
2. Find the likely source, especially when the assistant shows citations.
3. Correct your own pages and listings, and ask third-party sites to fix outdated facts.
4. Use the feedback tools assistants provide to report factual errors.
5. Re-check after a few weeks and log the outcome.

Our guide on correcting wrong AI information explains each step. For sensitive situations, see managing a crisis in AI answers.

Part 6: Reporting

Share a short monthly or quarterly report with the owners: key answers, errors found, fixes made, open issues. This keeps the topic visible and gives leadership evidence that it is being managed.

A note on legal obligations

Rules on AI and advertising differ by country and sector. This page is a practical guide, not legal advice. Check specific obligations with your legal or compliance team. For a broader view of internal AI governance, read AI compliance and governance services.

How Keboost helps

Keboost supports the monitoring part of this process. It tracks your chosen prompts across ChatGPT, Gemini, Claude, Perplexity and Copilot, stores the answers over time, and helps you create accurate content that you approve. It is not a legal or compliance product, and it cannot guarantee what assistants say. Run a free AI visibility check to see how your company is described today.