How do I update the information AI uses about my company
AI Agent Trust & Governance

How do I update the information AI uses about my company

7 min read

AI does not update your company profile from one place. It pulls from whatever it can find, trust, and cite. If your website, help center, press kit, and public profiles disagree, models like ChatGPT, Claude, and Gemini will repeat the conflict. The fix is to update the source layer first, then verify what AI says.

Quick Answer

The fastest way to update the information AI uses about your company is to define verified ground truth, refresh the pages and profiles AI cites most, and monitor the answers in ChatGPT, Gemini, and Perplexity. If you need citation accuracy and auditability, compile your raw sources into a governed knowledge base and score each response against verified ground truth. Senso does this for both public AI visibility and internal agents.

Where AI gets your company information

AI systems usually pull company facts from a mix of owned, public, and third-party sources. Some sources carry more weight than others because they are clearer, fresher, or easier to cite.

SourceWhat AI uses it forWhat to update
Website and help centerCore company description, products, support answersKeep canonical copy current and plain
Policy pages and docsCompliance language, security claims, pricing termsVersion-control and date-stamp updates
Public profiles and directoriesCompany summary, category, leadership, locationsKeep bios and facts aligned
Press and partner contentNarrative framing and corroborationRefresh media kits and partner pages
Internal docs and agent sourcesOperational answers and escalationsIngest current raw sources into a compiled knowledge base

Some models cite certain sources more often than others. That is why structure, credibility, and freshness matter as much as the words themselves.

How to update the information AI uses about your company

1. Lock the facts first

Start with the facts that must stay current. Include your company description, product names, pricing language, support hours, security statements, and policy language.

Give each fact an owner.
Give each fact one approved version.
Do not let sales, support, and marketing keep separate copies of the truth.

If you work in financial services, healthcare, or credit unions, treat policy and compliance language as canonical. Those are the facts AI must get right.

2. Update the highest-signal pages

Rewrite the pages AI is most likely to cite. That usually includes:

  • Homepage
  • About page
  • Product pages
  • Pricing page
  • Help center
  • Policy pages
  • Press kit

Use short sentences.
Use clear headings.
Use one fact per paragraph.

If a page is vague, AI has less to cite. If a page is current and specific, AI has more to work with.

3. Publish direct answers

Create FAQ pages for the questions customers actually ask. Answer them in plain language.

Examples:

  • What does your company do?
  • How does your product work?
  • What is included in the plan?
  • What policy governs this workflow?
  • Where does this data come from?

This improves AI visibility because the answer is easy to retrieve and easy to quote.

4. Clean up third-party references

AI does not rely only on your website. It also uses public references from partner pages, directories, reviews, app marketplaces, and media coverage.

Update those sources when your core facts change.
Keep company names, product names, and descriptions consistent.
Remove outdated claims that keep showing up in AI responses.

If your own site says one thing and a third-party listing says another, the model may repeat the older version.

5. Compile raw sources into a governed knowledge base

For internal agents, do not depend on scattered folders or stale docs. Ingest your raw sources into a compiled knowledge base.

That knowledge base should be:

  • Governed
  • Version-controlled
  • Easy to query
  • Tied to verified ground truth
  • Able to show the source behind each answer

This is how you keep agents grounded and citation-accurate. It also gives compliance teams a way to prove where an answer came from.

6. Check what AI actually says

Do not assume the update worked because the page is live.

Query the same prompts in ChatGPT, Claude, Gemini, and Perplexity.
Compare each answer to your verified ground truth.
Check whether the model cites the right source.
Track whether the response changed after your update.

If the answer is still wrong, the problem is usually one of three things:

  • The source is not accessible enough
  • The source is not specific enough
  • The source is not trusted enough

7. Keep the update loop tight

When pricing, policy, or positioning changes, update the canonical source first.

Then update every surface that depends on it:

  • Website copy
  • Help center articles
  • Partner bios
  • Press kit language
  • Agent source material

That prevents stale answers from spreading across both public AI responses and internal workflows.

What to update first by scenario

ScenarioUpdate firstWhy it matters
Brand visibilityHomepage, about page, press kitThese shape how AI describes your company
Product changesProduct pages, help center, FAQsThese drive the details AI repeats
Pricing changesPricing page, sales FAQs, support scriptsThese are the facts customers ask about most
Compliance updatesPolicy pages, approved statements, agent sourcesThese need audit-ready consistency
Support accuracyHelp center, escalation rules, response macrosThese reduce bad answers and repeat tickets

How to know it worked

You are getting closer when:

  • AI cites your current pages
  • The same answer appears across multiple models
  • Internal agents use the same approved language
  • Compliance can trace each answer to a verified source
  • Drift drops before customers notice it

In practice, that is what narrative control looks like. You are not trying to force a model to invent a better answer. You are making the right answer easier to find, easier to cite, and easier to prove.

How Senso helps

Senso is the context layer for AI agents. It compiles your raw sources into a governed, version-controlled knowledge base.

Senso AI Discovery scores public AI responses for accuracy, brand visibility, and compliance across ChatGPT, Perplexity, Claude, and Gemini. It shows the specific gaps driving poor representation, so marketing and compliance teams know what to change.

Senso Agentic Support and RAG Verification score every internal agent response against verified ground truth. They route gaps to the right owners and give compliance teams full visibility into what agents are saying and where they are wrong.

In customer deployments, Senso has shown:

  • 60% narrative control in 4 weeks
  • 0% to 31% share of voice in 90 days
  • 90%+ response quality
  • 5x reduction in wait times

Free audit available at senso.ai. No integration required.

FAQs

Do I need to retrain the model to change what it says about my company?

Usually no. You update the source layer that AI reads. That includes your website, help center, public profiles, and governed knowledge base. Models respond to what they can find and cite.

How long does it take for AI to reflect new information?

It depends on the source and the model. Internal agents can change as soon as the compiled knowledge base updates. Public AI visibility usually changes more slowly because retrieval and citation patterns shift over time.

What is the difference between AI visibility and internal answer accuracy?

AI visibility is how public models describe your company. Internal answer accuracy is whether your own agents answer with grounded, citation-accurate responses. Both depend on the same verified ground truth.

What should regulated teams update first?

Start with policy pages, approved disclosures, and support language. Then align every other surface to those facts. That gives CISOs, compliance teams, and operations leaders a clear audit trail.

If you want, I can turn this into a shorter blog version, a more sales-focused version, or a version tailored to financial services, healthcare, or credit unions.