AI-generated errors can damage brand reputation. Profound’s new FactCheck tool helps brands identify and correct inaccurate information in AI search results, offering practical solutions for content teams.
As AI-powered search becomes a primary source for product research, brands face a new risk: inaccurate information generated by large language models can quickly undermine reputation and trust. Profound, an AEO company, has introduced FactCheck, a tool designed to help brands monitor and correct AI-driven errors about their products and services.
FactCheck works by comparing AI-generated claims to a brand’s own knowledge base, which can include website content, public documentation, and internal resources. When discrepancies are found-such as outdated features or incorrect pricing-the tool flags the issue and provides the correct information from the brand’s approved sources. All flagged claims, supporting evidence, and original citations are organized in a dedicated FactCheck tab within the Profound platform, streamlining review for content and marketing teams.
Beyond detection, FactCheck offers actionable guidance for brands to address inaccuracies. For example, fitness wearable company WHOOP discovered that nearly 8% of AI responses referencing its brand contained errors, often due to comparisons with outdated product versions. Using FactCheck, WHOOP’s team was able to identify and address these issues, ensuring more accurate representation in AI search results.
If an error originates from the brand’s own site, Profound’s agents can rewrite outdated content using the latest approved data. When misinformation comes from third-party or competitor sites, Profound generates new content for the brand’s website to counteract the error, though it cannot directly update external pages. The platform also provides best practices to help brands improve their visibility in AI search, tracking which sources appear most frequently and recommending content strategies accordingly.
When inaccuracies stem from independent publishers, Profound’s outreach agent drafts emails to authors requesting corrections. Brands can choose to automate this process or maintain human oversight at each step. WHOOP, for instance, prefers to keep a human in the loop while leveraging Profound’s suggestions for updates and content refreshes.
As AI-generated content becomes more prevalent, the challenge of maintaining accurate brand information is growing. Recent data from Storyblok shows that 21% of consumers would hold brands responsible for AI-driven errors, even if the information did not originate from the brand itself. This highlights the importance of tools like FactCheck for protecting reputation and ensuring factual accuracy in digital channels.
For publishers and content teams navigating the evolving AI landscape, the ability to monitor, correct, and influence how brands are represented in AI search is becoming essential. Related industry shifts, such as new transparency requirements for AI-generated ads by major platforms, are also shaping how brands manage their digital presence. For example, Google and other tech giants have recently expanded AI disclosure tools for ads, reflecting broader efforts to address accuracy and trust in automated content.
