AI Reputation: how ChatGPT, Gemini and Perplexity see you
Generative AI platforms already answer questions about people, companies and executives. If what they say about you is negative, incorrect or outdated, it can affect your image even before someone searches for you on Google.
At Remove we analyse how you appear on the leading artificial intelligence models and design strategies to improve, correct or protect your reputation in these environments.
What is reputation on artificial intelligence?
Generative AI platforms such as ChatGPT, Gemini, Perplexity or Copilot answer questions about brands, companies, executives and people using information extracted from the Internet.
When someone asks an AI "who is X?" or "what reviews exist about company Y?", the answer they receive may be based on old news, negative content or outdated information.
Unlike Google, where the user chooses which result to read, AI provides a direct and synthesised response — with far greater impact on perception.
of users trust an AI response more than an organic search result
more likely that a negative AI response will deter a customer than a negative Google review
of executives do not know how AI describes them when someone asks about their name
Why does what AI says about you matter?
AI tools have become a new entry point for information about people and brands
AI tools are increasingly consulted as a reference source
Many users no longer search on Google: they ask ChatGPT, Gemini or Perplexity directly to get a quick, synthesised answer.
The AI response can influence key decisions
Before hiring an executive, investing in a company or buying a product, someone may already have asked an AI what information exists about it.
AI can amplify negative or outdated information
If the data the AI was trained on includes old news, criticism or harmful content, its response may reflect that partial or incorrect view.
AI responses are not always verifiable or easy to challenge
Unlike a specific article, an AI response appears objective and neutral, which grants it greater credibility that may be difficult to counter.
The reputational impact can be silent and invisible
Unlike a negative news story indexed on Google, you may not always know what AI is saying about you — until someone mentions it or you notice the consequences.
AI reputation complements — and sometimes conditions — Google reputation
Increasingly, information circulating on search engines feeds AI models. Managing your presence on Google also influences how AI describes you.
The main AI tools we analyse
We monitor how the most widely used AI models describe you and detect whether the information they provide about you is correct, up to date and aligned with your real reputation.
ChatGPT
OpenAI
The most widely used model globally. Its responses about people and companies are based on its training and information available on the Internet.
Gemini
Google's AI assistant with real-time search access. It can provide responses with recent information about any person or brand.
Perplexity
Perplexity AI
Real-time response engine with web citations. Particularly relevant for reputation because it cites specific Internet sources.
Copilot
Microsoft
Integrated into the Microsoft and Bing ecosystem with web search access. Widely used in corporate environments.
Grok
xAI
xAI model integrated into X (Twitter). Has access to posts and conversations on the social network.
Frequent AI reputation problems
Situations we regularly detect when analysing how AI tools describe people and companies
AI associates your name with old negative news
Even though the problem has been resolved, AI may keep responding with outdated information based on content that remains indexed on the Internet.
AI incorrectly describes your company or activity
AI models can confuse data, mix information from other entities or generate responses based on unreliable or old sources.
AI mentions an already-resolved legal proceeding
A ruling, complaint or proceeding that remains indexed can appear in AI responses without context or the actual outcome of the case.
AI provides a partial or biased image
When the sources available on the Internet are predominantly negative or critical, AI synthesises that view as if it were objective reality.
AI generates inaccurate or invented responses
AI "hallucination" phenomena can cause a model to assert incorrect things about a person or company with apparent certainty.
AI amplifies a crisis that had already been controlled
A situation that had stopped gaining visibility on Google can regain exposure through AI models still trained on that data.
How we manage your AI reputation
A process aimed at understanding, correcting and improving what AI tools say about you
AI reputation audit
We consult the main AI models with the most relevant searches associated with your name, company or executives. We identify what information they provide, where it comes from and what impact it has.
Source diagnosis
We analyse which Internet content is feeding the AI responses and which of them are negative, inaccurate, outdated or harmful to your reputation.
Action plan for the sources
We work to modify, displace or remove the content that is negatively conditioning AI responses: news, articles, forums, profiles and other digital assets.
Creation of positive reputational content
We create and position new digital assets with updated, positive and verifiable information that AI models can incorporate as a reference.
Ongoing follow-up and monitoring
We periodically review how AI tools respond about you to detect changes, new risks or improvements and adjust the strategy accordingly.
Who is affected by reputation on artificial intelligence?
Any person or company well-known enough that someone might ask an AI about them may have a reputation problem in these environments without realising it.
The impact is particularly relevant for those whose decisions of high economic, relational or institutional value are based on the information they receive.
Request an AI reputation auditWhen someone searches for information about a CEO, CFO or director before a meeting, investment or collaboration, they may consult an AI.
AI may offer incorrect, outdated or biased descriptions of a company's activity, values or reputation.
Doctors, lawyers, advisers and other professionals whose reputation depends on the trust they generate in potential clients.
People with public projection, content creators, consultants or experts whose digital image has a direct impact on their business.
Public or private entities whose reputation can be affected by AI responses based on partial or old information.
AI vs. Google: two different reputation scenarios
Managing AI reputation requires a different approach from SEO or depositioning on search engines
Reputation on Google
- The user chooses which result to see
- Results can be depositioned or removed
- Impact depends on ranking and authority
- Managed with SEO, deindexing and content removal
Reputation on AI
- AI gives a direct and synthesised response
- There are no individual results to manage: there are sources that feed the model
- The impact is immediate and very hard to challenge
- Managed by improving sources and creating relevant reputational assets
Discover what ChatGPT, Gemini or Perplexity say when someone asks about you.
Analyse how AI sees you
We carry out a free audit of your reputation on the main artificial intelligence models.
Frequently asked questions
The most common questions we receive about AI reputation