Are AI assistants recommending your company for the right reasons?

When a customer asks an AI assistant to suggest suppliers, the answer can influence who they contact. A mention is only useful if the description fits. A recommendation to the wrong customer costs time too.

The purpose of a review is to find specific errors and unclear information. That gives you something to act on without adding another line to the marketing budget.

Ask as a potential customer would

Start with the questions you actually receive before a purchase. Use the customer’s words for the task and the requirements that determine whether you are a suitable choice.

An illustrative question for an AI assistant:

Which wholesalers supply plumbing parts to installers on Zealand with next-day delivery?

Also try a question directly about your company. Keep those answers separate. An assistant asked to describe you has already been given your name. A customer looking for a supplier may not know your company’s name.

Save the question and the full answer with the date and a note of which assistant you used. You can then see exactly what you checked.

Look for errors that matter

Read the answer with the customer’s decision in mind. The most important errors could lead someone to choose you on the wrong basis or rule you out without reason.

• Does the answer describe services you actually offer?
• Are the details about your service area and the customers you help correct?
• Are prices or terms presented without necessary qualifications?
• Does the answer reference a source that supports the description?

If there are source links, read the pages behind them and check which parts of the answer they support. Without a visible source, mark the information as unresolved in your notes.

Correct what you can substantiate

When an incorrect detail also appears on your website, you have a clear place to start. Correct the relevant page and check for conflicting information elsewhere on the site.

If the error appears on an external page, you can ask the person responsible to correct it. If your own page is accurate and the assistant still gets it wrong, leave the page as it is.

Record the findings in a short working note: What is wrong, where does it appear, and who will follow up? Prioritise errors about your offer and terms over small differences in wording.

Treat the result as a spot check

Repeat the same questions after relevant corrections and save the new answers. A difference between two answers does not prove that your correction caused it.

This review suits companies that spend time handling enquiries about work they do not offer. You get a clear view of errors to follow up on and a basis for describing your company more accurately on your website. That can mean fewer unsuitable enquiries and more time for relevant ones.