When you build a brand, you want it to be perceived exactly the way you intended: clear, credible and, above all, unique and memorable. But what happens when it’s suddenly no longer you or your PR department deciding how the brand is portrayed, but an algorithm? Language models and AI assistants like ChatGPT gather information, remix it and deliver answers – sometimes spot-on, but sometimes so distorted that the actual message is barely recognizable or completely outdated.
AI as the new gatekeeper of brand perception
Brand communication used to be fairly linear: press releases, advertising, a bit of social media – done. Today, much of the customer journey runs through digital searches and AI-powered systems. Large language models like ChatGPT or Gemini guide users through their research, suggest providers, or explain why a brand supposedly fits a problem particularly well (or doesn’t). When the AI is misinformed, that can have drastic consequences for you. It has a say in whether you get recommended, whether someone builds trust, or whether they go with the competition. Without control over which information the machine uses, a dangerous life of its own takes hold.
The danger of a distorted portrayal
Language models draw on vast amounts of data. That includes blog articles from ten years ago, industry directories, press releases, reviews – in short, everything that exists about you online. The problem? Many of these sources are outdated or inaccurate. Maybe you’ve long since repositioned your brand, built a different service portfolio or shifted your target audience. But if old information keeps circulating, that image sticks, because the AI then pieces together exactly those fragments. And even when the portrayal isn’t completely wrong, it can be watered down: instead of clear positioning, imprecise terms, vague descriptions and generic statements take center stage. That undermines the authenticity you’ve put so much work into. An example: an agency that originally specialized in classic print campaigns has fully refocused on digital brand strategies over the past few years. But many online directories still show the old description. If someone now asks an AI for a recommendation for digital brand consulting, the agency often isn’t mentioned at all – or is wrongly presented as a “print agency.” Exactly these kinds of errors can cause potential customers to bounce right from the start.
The audit as a starting point
To regain control, there’s only one thing that helps: finding out how your brand is currently being portrayed. That’s where a so-called audit pays off. Start with a simple test: ask various language models (e.g. ChatGPT, Perplexity or Gemini) what they know about your brand. Pay attention to whether the answers stem more from old training data or from current web retrievals. Many models show which sources they used – that’s worth its weight in gold. Alternatively, you can also ask for source citations. On top of that, it’s worth looking at external profiles, industry portals, old blog articles or guest posts. What information is there? Does it still match your current self-image? Often you’ll find content that’s been sitting online unnoticed for years and is still “valid” in the AI’s eyes.
Correction and updating
After the audit, the real work begins: cleaning up. First, you should check all your own channels. Are there old subpages on the website that were never deleted? Hidden PDFs with presentations from the early days? Old event reports? Anything that’s no longer current should either be updated or removed outright.
Google search as the first checkpoint
The easiest place to start is with thorough Google research on yourself or your brand. Enter the brand name (in quotation marks if needed, e.g. “Example Company GmbH”) to see only the exact matches. You should also check variants, such as former company names or commonly misspelled versions. On top of that, you can append industry-specific terms (e.g. “Example Company GmbH marketing” or “Example Company consulting”) to discover more mentions. Under “Images” and “News” in Google search, you’ll often find additional clues about where your brand has been mentioned or linked. Beyond your own website, this research often surfaces external sources: old industry directories, partner websites, guest posts or articles with author boxes. These sources are so important because AI models often rate them as particularly trustworthy. Tedious as it is, it’s worth taking a close look here and reaching out where needed to update content.
Tools for a quick scan
To complement your manual Google search, tools like Ahrefs, Semrush or SISTRIX help you get an overview of all external links (backlinks). There you can quickly see which pages still point to outdated content or contain incorrect descriptions.
Keeping profiles and industry portals current
Finally, profiles on business platforms like LinkedIn, Google Business Profiles or specialized industry directories should be checked and maintained regularly too. They’re important reference points for AI systems when it comes to a first read on a brand. Current profiles = current information for the AI models.
Measuring success in a dynamic environment
Even when everything is updated, that doesn’t mean everything runs smoothly right away. Many language models work with training data that’s only refreshed at certain intervals. New information can therefore take weeks or even months to arrive. That’s why patience is required. Plan for at least one quarter before you check whether the changes are having an effect. After that, another audit can help: has the portrayal improved? Is your brand now described the way you envisioned? This process isn’t a one-off – it should be repeated regularly. That way you prevent old or inaccurate information from creeping back in.
Authenticity as the key factor
For all the technology: authenticity remains the foundation of a strong brand. The more clearly you communicate, the easier it is not only for your customers, but also for AI systems, to place you. Consistency is the key word here. It’s not about placing perfectly controlled marketing messages everywhere, but about making your own identity consistently visible. Clear language, a recognizable tone and a stable brand image help you show up coherently in AI-generated answers too. It can be worthwhile not only to maintain content on your own website or rework old posts, but also to build new, fresh links (link building). For example, through current guest posts, interviews or expert articles on relevant platforms. These references strengthen the brand’s overall picture on the web and, at the same time, show that the information is current and trustworthy. As a nice side effect, this creates a natural boost that also improves discoverability for search engines and AI applications.
The role of unique selling points
A strong unique selling proposition (USP) is worth its weight in gold. When it’s clear what makes your brand unique, language models can pick up and pass on that information more effectively. Whether it’s innovative technology, a special service or a specific stance – anything that makes a brand distinctive should be phrased as sharply as possible in digital form.
Tips for a strong brand position in the AI world
- Check regularly At least once a quarter, query your own brand presence in language models and review external sources.
- Prioritize sources Update important profiles and websites first. Especially the channels AIs cite most often.
- Sharpen your unique selling points Name your USP clearly and highlight it across all channels to avoid mix-ups.
- Involve external partners Have industry directories, partner sites or guest posts updated where needed.
- Bring patience Changes take time. AI models don’t update instantly, so long-term thinking is crucial.
Conclusion: rethinking brand building
Brand management in the AI era does mean giving up a bit of control – but not sitting idly by. Your positioning today is shaped not only in editorial calendars or at conferences, but also in digital training data. If you act early, position yourself clearly and keep an eye on the most important channels, you stay authentic despite all the algorithms. That way you’re visible in the decisive moments and achieve exactly the effect that was always the goal in the first place: trust, recognition and relevance.