Key takeaways
- You don't fix an AI error by asking the AI to correct it. You improve it by correcting the public information the AI draws on.
- The first step is to record each question and answer with its date and sort the errors by type.
- The core task is making the details in your official sources match, including your website, Naver Place, and Google Business Profile.
- Answers take time to change after a fix, so you need to re-test with a fixed set of questions to confirm whether anything has changed.
Why does AI describe our company incorrectly?
The most common reasons AI gets an answer wrong are that there isn't enough information to draw on, or that the available pieces of information contradict each other. An LLM builds its answers from what it learned in training and from material it retrieves through search. When information about a company is scarce or differs from source to source, the AI may blend in details from a similar company or use outdated content.
Common causes include the following.
- The company name, address, and phone number are written differently on different channels.
- A previous address or an old service name is still out there on the internet.
- Another company has the same or a similar name.
- The company introduction on your website is short or missing.
What should we do first?
The first thing to do is record exactly which answer comes back for which question. If you start fixing things without a record, you won't be able to tell later what has changed. Keep your record with the following items.
- The question (e.g., What kind of firm is OO Tax & Accounting in Haeundae?)
- The AI service you asked (ChatGPT, Gemini, Claude, Naver AI Briefing, Google AI Overviews)
- The date you asked
- The full answer or a screenshot
- If the answer showed sources, the source URLs
It's best to settle on about three to five questions: one that asks only for the company name, one that adds region and industry, and one that asks about the representative or services. You need to repeat the same questions in the same way so that you can compare results later.
What types of errors are there?
Sorting errors into four types by cause makes the direction of the fix clear. Once you know the type, you can decide where to start.
| Type | Example | Where to look first |
|---|---|---|
| Missing information | Says it doesn't know, or gives only a generic description | Website introduction, external write-ups |
| Outdated information | Mentions a previous address or a discontinued service | Old posts, external directory sites |
| Confusion with another company | Gives information about a company with the same name | Distinguishing details, entity naming |
| Unsupported claims | Says you offer a service you don't provide | Clarity of the service descriptions on your website |
Unsupported claims may be cases where the AI is guessing and filling in the gaps. In that case, it helps to add more official statements that state the facts clearly and briefly.
Which official information should we correct first?
The priority is to clean up the official channels that the company manages directly. External sites are hard to fix yourself, but official channels can be corrected right away. We recommend the following order.
- Website: State your company name, industry, location, main services, and founding date in clear sentences in the introduction.
- Naver Place and Google Business Profile: Make the business name, address, phone number, and business hours exactly match your website. This consistency is called NAP consistency.
- Structured data: Add your company name, address, contact details, and official channel URLs as structured data so machines can read them easily.
- Introductions and press releases: Use the same naming so that the information left on external sites matches as well.
Settle on a single form of the name. For example, if you've decided whether to write your business name in Korean or to add an English version alongside it, use it the same way on every channel.
What sentences should go on the website?
Your website should include short sentences that keep their meaning even if an AI lifts them as they are. Factual sentences are more likely to be cited than adjectives and promotional phrases. For example, write out the following items as sentences.
- One sentence on what the company does
- Which region it serves and for whom
- A list of main services with a one-line description of each
- The name and qualifications of the representative or responsible specialist
- The date the company information was last verified
Hospitals, law firms, and tax offices are subject to industry-specific advertising rules, so avoid wording that asserts results or makes comparisons. For hospitals in particular, check the restrictions on expressions under Korea's Medical Service Act (의료법) first; we cover the details in our medical advertising checklist article.
What should we do about incorrect information left on external sites?
For incorrect information on an external site, the basic approach is to ask the site's operator to correct or remove it. Not every request is accepted, so if a correction isn't possible, compensate by making the accurate official information more prominent.
- If the AI answer shows a source, check that source first.
- If the source site is one you can edit yourself (your own account or your own listing), fix it right away.
- If it's a third-party site, find its correction request process and submit a request with the accurate information.
- If a correction isn't possible, state the corrected information clearly on your official channels.
If the content may amount to a violation of privacy or defamation, it's safer to consult a legal professional and decide how to respond.
How do we check after making fixes?
After making fixes, ask the questions you originally recorded again in the same way and compare the changes. The answer may not change right after a fix, and it may not change even after time has passed. No one can guarantee how AI answers will appear, so rather than promising results, you need to keep observing changes steadily.
When checking, keep the following in mind.
- Don't change the wording of the questions.
- Ask the same question several times and look at the trend in the answers.
- Record ChatGPT, Gemini, Claude, Naver AI Briefing, and Google AI Overviews separately.
- Set a regular interval, such as every two to four weeks, and measure again.
If it's hard to measure on your own, you can use a service that regularly measures how your company appears in AI answers. Our domestic and international AEO / GEO service also handles this kind of measurement and cleanup.
Frequently asked questions
Can I ask an AI service company to correct a wrong answer?
Some services, such as ChatGPT and Gemini, have a feedback feature for answers. However, it's hard to assume that feedback will be applied right away. Use feedback as a supplementary step, and keep the work of cleaning up your public information at the center.
I ask the same question and get a different answer every time. Is that normal?
Yes. Generative AI can vary its wording and content even for the same question. That's why you shouldn't judge by a single answer. Ask the same question several times, across several AI services, and look for the overall trend.
What if another company has the same name?
It helps to consistently list distinguishing details next to your company name, such as region, industry, or the name of the representative. Include the same details in your website's introduction and in your structured data so the AI doesn't mix the two companies up.
How long after a fix will the answer change?
There's no set timeframe. Each AI service gathers information in its own way and on its own cycle, and there's no guarantee the answer will change. We recommend asking the same questions again at regular intervals and recording any changes.
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