AI gives wrong information about your brand. What now?

A buyer asks an assistant about your product and gets an old price, a feature you removed years ago, or a policy you never had. You cannot email an AI to demand a correction — but wrong answers have causes you can trace, and you can act on them. Here is the path we recommend.

Where wrong answers come from

Assistants build answers from what they can read. OpenAI's documentation describes web search as giving models current information from the internet, with answers that come "with sourced citations"¹. That also means the answer inherits whatever the retrieved pages say. If the pages an answer leans on are outdated, thin, or contradict each other, the answer can be too. And the same question does not always produce the same answer: Google notes that its AI Mode and AI Overviews can use different models and techniques, so the answers and links they show will differ².

So treat a wrong answer as a symptom. The cause lives on specific pages, and those pages can be found.

Step 1: find the page the answer leaned on

Ask the question again in the assistant where the error appeared and open the citations on the answer. Read each cited page and look for the wrong fact. The trail ends in one of three places: your own site says the outdated thing, a third-party page says it, or no page says it at all and the claim has no visible source.

Step 2: fix what you control

If the wrong fact traces to your own site, this is the easy case. Update the page, and check the places staleness hides: old blog posts and announcements, FAQ answers, documentation, and pages that only exist in one language. Make the current facts — pricing, plans, features, policies — explicit and easy to read in the page's HTML, not buried in a PDF or rendered only by scripts.

Step 3: ask for corrections where you don't control the page

If the source is a third-party page — a directory entry, a review site, an old comparison — contact the owner with the correct information and a link to your current page. There is no form that forces a correction, so prioritize: fix the pages that actually appear as citations, not every stale mention on the web.

Step 4: say the right facts where you have the floor

When no cited page explains the error, the practical response is the same: publish the correct facts clearly on pages crawlers can read, so the next retrieval has something better to lean on. A short, factual page that states what your product is, what it costs, and what it does not do gives every future answer a cleaner source.

Step 5: watch whether the correction lands

Answers change as their sources change, so the loop needs monitoring. In OLAB Assist you list the facts AI needs to get right about your business (up to 12: prices, locations, products, your founding year). Every new answer that mentions your brand is checked against them, and an answer that clearly contradicts one raises an incorrect information alert, quoting the answer word for word and listing the sources it used. When a later answer to the same question gets the fact right, the alert closes on its own — so you can see, question by question, whether your fix landed.

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