When AI gets your brand wrong

The instinct is to update your own site and wait. That is rarely enough, because the claim usually came from somewhere else — a review profile written two years ago, a comparison page, a forum thread.

Start from the answer: which pages did the engine cite when it made the claim? That names the source you actually need to change.

State it plainly on your own site, in a passage that stands alone. A price buried in a comparison table is harder to lift than a sentence that says what the price is.

Then get the same fact into the third-party sources the engine already cites. Consistency is what does the work: a figure that appears identically across your site, your review profiles and your documentation is far harder to contradict than one that appears once.

Engines that retrieve live reflect a change fastest. Those leaning more on training take considerably longer, and some claims persist until a widely-cited source is updated.

This is why the fix has to be measured rather than assumed. Re-running the same prompts on a schedule is the only way to know whether the correction landed or whether a source you have not found is still repeating the old version.