How CEOs Can Audit What AI Says About Their Companies

A useful audit starts with the questions a prospective customer might ask. Test several major AI platforms with the same prompt, asking them to summarize what the company is known for, recurring praise and criticism, controversies and information relevant to a buying decision. Request sources and ask the systems to distinguish facts from allegations or opinions. Record repeated claims and differences between platforms rather than treating one answer as definitive.

Check category searches, too. Ask which companies are reputable in your market, which providers suit a specific need, and how your business compares with a competitor. An omission is not proof of a problem, but it may prompt a closer look at whether credible sources clearly describe the company’s expertise, history and services. Audit the CEO separately: check current and former roles, affiliations, accomplishments and any claims that may confuse the executive with someone who has a similar name.

Classify concerning information as accurate, inaccurate, outdated, incomplete or unverified before deciding what to do. Verify important claims against reliable, authoritative sources; AI can help identify claims to check, but should not be used to confirm another AI system’s answer. Trace claims to their origin, such as an old article, executive biography, directory listing or recurring customer complaint. Correcting the underlying source may matter more than trying to change an AI response.

Google remains part of the review. Search company and executive names alongside terms such as “reviews,” “complaints” and “lawsuit,” then assess the date, context, accuracy and independence of the sources. Also examine how the company solicits reviews. The Federal Trade Commission’s Consumer Reviews and Testimonials Rule took effect in October 2024; it addresses practices including fake reviews and incentives tied to a particular sentiment. In December 2025, the FTC sent warning letters to 10 companies over potential violations and said violations can lead to substantial civil penalties.

Track the audit in a spreadsheet with seven columns: question, platform, key claims, sources, accuracy, risk and action. Repeat the same core checks quarterly, or more often around an acquisition, leadership change or product launch. The aim is not to make every result positive, but to understand what people can find and address factual errors where possible.