Who does ChatGPT love more, you or your competitors?

If comparisons are odious, just wait until AI starts making them.

Imagine it’s 2025 and your potential customers are using ChatGPT and other language models to decide on a product or service. OK, you can stop imagining, because this is exactly what’s happening right now.

Type in what any of your customers might ask ChatGPT:
“I’m thinking of buying/hiring (your product or service). Compare the best options for me and give me the pros and cons of each one.”

Here are the three scenarios you could come across:

1. Your brand is recommended

Great, you’re in the lead for now. We say “for now” because this position may last only as long as it takes your competitors to optimize their content and become the new favorites of LLMs (large language models).

2. Your brand doesn’t even show up

Ouch. It seems like the language models are ghosting you. Maybe you haven’t built enough authority through press coverage or backlinks, or perhaps your site doesn’t directly answer the real questions your potential customers are asking.

3. Your brand is mentioned, but your competitor wins

No one’s questioning the fact that you’ve invested in blogs, collaborated with content creators, and nailed your SEO strategy. The thing is: if your competitor’s content is easier for the AI to interpret and quote, they win.

ChatGPT doesn’t choose favorites—it just chooses the best content.

A few weeks ago, we spoke to a Digital Channels Director whose company was stuck in the third scenario: their competitor kept winning, and to make it worse, the LLM justified its recommendation based on false information.

This isn’t an isolated case. Many marketing teams are struggling daily with LLM “hallucinations,” where the models repeat false claims or overlook key benefits their companies have been offering for years—benefits that used to set them apart.

Could this happen to your brand?
If you answer “no” or “I’m not sure” to any of these 4 questions, we’re sorry to say you’re at risk of being misrepresented or ignored by LLMs:

• Do you have individual product or service pages with clear descriptions of their features?

• Do you appear on Perplexity or ChatGPT when someone asks about your category?

• Are you helping buyers understand how you compare to competitors?

• Do you have a strategy in place to keep all your content structured and continuously updated?

If those questions leave you feeling like there’s a lot of room for improvement, here’s the good news: most companies are in the same situation. But you’re already taking the first step by looking into this.

What you can do right now if an AI misrepresents your brand

Your customer’s experience begins the moment they search the product or service you offer. If the first information they receive is negative or outdated, you’re already losing a sale.

This hot potato is being passed from one department to another because the question is:
Who’s going to own this new LLM content optimization strategy, and how can it be sustainable in the long run?

Here are some immediate actions you can take:

1. Send direct feedback to the LLM

Most platforms (like ChatGPT or Claude) have a “thumbs down” or “feedback” button. Use it. Be specific:
“This feature is incorrectly attributed to [Competitor]. Our product has offered it since [Date].”

2. Publish a clear, structured correction

Add a page highlighting your differentiators and correcting false claims. Use headers, schema markup, and JSON-LD.

3. Create your own competitor comparison page

If a biased competitor page is being cited, publish your version. Clear, precise, well-structured content will always have the edge.

4. Check Reddit, Quora, and forums

If there are public threads spreading misinformation, join the conversation directly (transparently) or encourage your happy customers to share their experiences.

How to continuously optimize content for LLMs and protect your brand

You’re probably thinking: Wasn’t AI supposed to make our lives easier? Why is it creating more work?

Before your SEO and marketing teams burn out, here’s the solution for creating a sustainable, long-term strategy:

Let AI solve the problems created by AI.

SEO and LLM content optimization strategies should be managed separately. When your content is prepared to feed LLMs, you’ll turn searches into sales because you’ll integrate the right CTAs for each question.

With AI Findr, instead of forming an internal committee to handle this manually, you’ll automate the process so your content stays fresh and prevents friction in the customer’s buying journey.

AI Findr absorbs all your content (product specs, support articles, blogs, policies, etc.) and converts it into a structured knowledge base for your own LLM. This way, users can ask natural-language questions and receive precise, accurate answers and recommendations.

Could you become the LLMs’ favorite? It’s possible.