6 Steps to Get AI to Recommend Your Brand

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A few months back, one of my clients pinged me on Slack and said:

“We keep hearing on sales calls that ChatGPT says we don’t offer a feature we’ve had for years! How can we fix this?”

Sure enough, when prompted, ChatGPT confidently responded, “No, the platform does not have that feature, but this other competitor does!”.

For obvious reasons, this was worrying for the client.

Not only was ChatGPT spreading misinformation about their product, it was actively pitching an alternative solution.

The source of the misinformation: A single old blog post that hadn’t been updated in two years.

This issue signals a large shift in how bottom-of-funnel product research is done.

Before: Your website was the source of truth.

It was your “always on” salesperson. You kept your homepage and product pages fresh, and that was where buyers did their digging.

Now: Large language models (LLMs) are a product research assistant. A new touchpoint at a critical stage in the buying journey.

They’re the modern day gatekeepers, acting as the layer between you and your target audience, communicating on your behalf.

As marketers, it falls to us to make sure LLMs are communicating the right things in the right way about our products and services.

In this article, I’ll show you the 7-step playbook my team is developing to tackle this challenge — what we’re calling Branded Generative Engine Optimization (GEO).

What is Branded GEO?

Branded GEO is the process of making sure conversational AIs and LLMs give accurate, helpful, and up-to-date answers about your brand. It focuses on branded prompts and queries.

This targets a highly valuable audience segment, including those who are:

• In the market to buy a solution or service like yours
• Already know you are a viable option and are exploring your offer

This segment is showing the highest intent — they’re asking questions about your product, and they’re using your brand name in their prompts.

Like branded SEO, branded GEO is easier to influence. It’s more actionable than trying to optimize for broad industry queries. For that reason, it’s a fantastic starting point if you want to explore GEO.

We wrote a guide on the difference between SEO and GEO that you may find helpful.

For the following exercise, I’ll use ChatGPT as the LLM and the B2B SaaS product, Airtable, as an example.

Step 1: Set Up Your LLM

Head to ChatGPT and turn on temporary mode. This avoids any personalization skewing your results.

Also turn on the “search” feature — this ensures ChatGPT is accessing information after June 2024 when it was last trained.

Step 2: Enter Your First Branded Prompt

Next, prompt ChatGPT with a simple question: “What is [your brand name]?”.

Here are the results for Airtable:

Step 3: Analyze the Response

Pay attention to how ChatGPT describes your product and company.

Is it accurate? Is it how you would describe your company?

Or do things need to change?

Airtable pivoted in June 2025 shifting away from their “super powerful spreadsheet” positioning and relaunching as an:

“AI-native app platform, where the magic of vibe coding meets enterprise reliability and the scalability of AI agents”.

How Airtable describes themselves vs How ChatGPT describes Airtable

Step 4: Find the Source of Misinformation

In this step, we start to tackle the misinformation by looking for its source.

We usually find that ChatGPT has sourced its information from:

• An outdated article
• A LinkedIn page that hasn’t been updated in three years
• A landing page that reflects the “old you”
• A hallucination due to completely missing information on that topic

To address the misinformation you find, visit the sources used and look for a match between the language used by ChatGPT and the words on the page.

Step 5: Publish, Update, or Delete Sources

Take your latest positioning, messaging, and features, and make sure they are represented in key sources LLMs are referencing. Ideally, refresh every source that mentions your brand — from social media accounts to on-site and off-site web pages.

Step 6: Expand Your Branded Question Prompts

So far, we’ve asked just one question about your brand.

But, prospective customers are likely asking many, many questions that you’ll want to monitor.

Methods for Gathering Questions

1. Ask Your Inbound Leads
2. Start With Common Questions
3. Use a Keyword Research Tool
4. Use Google Autocomplete
5. Use ChatGPT Autocomplete
6. Talk to Your Sales and Support Teams

Step 7: Repeat

Now you’ve gathered your questions, it’s time to see how LLMs answer them and fix up the answers.

To do this, repeat steps 1-5.

Tracking the Impact of Branded GEO Work

1. Monitoring LLM output: Take your list of questions and compare the before and after. Monitor those regularly to confirm continued accuracy.
2. Track conversion metrics: Compare key conversion rates (sign-ups, demo requests, sales) before and after your LLM content improvements.
3. Sales team feedback: Stay in close contact with them to get a pulse check on the impact.