Hello {{First name | there}},
AI tools sound confident — even when they’re wrong.
That’s not intelligence. It’s prediction.
Tools like ChatGPT, Perplexity, and Gemini pull from huge datasets and, in some cases, the live web.
They blend everything they find into what sounds like an answer — even when the facts don’t quite line up.
If your business information isn’t clear, those tools can mix you up with someone else entirely.
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Real-World Story
I’ve been running a public case study called ENC Explorer — a project that tests how search engines and AI tools understand local information in real time.
One fascinating pattern I’ve seen is with Greenville, North Carolina.
When I ask an AI tool to describe Greenville, NC, it often mixes in facts about Greenville, South Carolina or other cities with the same name.
Why? Because Greenville, SC has a stronger online presence.
Its city, tourism boards, and local businesses have collectively done a better job of marketing — and the algorithms pick up on that signal.
The same confusion happened when I asked about a restaurant called Basil’s in Greenville, NC.
The AI confidently described it as a “wonderful Thai restaurant.”
It sounded delicious, but it was wrong.
In Greenville, NC, Basil’s serves Italian food.
The AI had simply merged common associations — “Basil” plus “restaurant” often equals “Thai” in its data.
That’s why, at OptSus, we use human-guided LLM tools.
Machines can process data faster than we can — but they still don’t understand it.
The human layer adds the context and judgment that algorithms can’t.
Why It Matters
AI tools now have real-time access to much of the web — but their understanding depends on how well your business is represented online.
If your details are inconsistent, outdated, or buried under competitors’ content, these tools can easily confuse you for someone else.
That’s not malicious — it’s math.
They weigh what they find most often and most confidently, not necessarily what’s most accurate.
To make sure your business is represented correctly, you have to feed these systems the right signals:
Consistent data (your name, address, and services)
Fresh, detailed content
Reviews and mentions that reinforce what you do
The clearer your online presence, the more accurately both search engines and AI tools describe you.
Common Mistakes
Assuming AI tools “understand” your business context.
Letting old or inconsistent listings linger online.
Using vague language that applies to any business.
Ignoring directories and reviews because “people already know us.”
Believing human oversight isn’t needed in AI-assisted work.
This Week’s Action (Checklist)
AI tools pull from what they find online — so make sure they find the right stuff.
Search for your business name on Google and at least one AI tool (ChatGPT, Perplexity, Gemini, or Claude).
Compare the top results and AI summaries. Are they accurate? Are you even mentioned?
Fix your public data. Update your Google Business Profile, Facebook, Yelp, and directory listings with consistent information.
Add a short “About” section to your website that clearly explains what your business does and where it operates.
Publish one blog post that clarifies a common confusion — like city name overlaps or similar brand names.
Why OptSus recommends this:
Because today’s AI tools read both your content and what’s said about you.
By tightening your public data and publishing clear context, you help both algorithms and people understand your business correctly.
How It Fits Into the Bigger Picture
You can’t control what every AI tool says — but you can control the information they learn from.
Next week, we’ll look at how to structure that data more effectively so machines interpret it accurately — even when they’re guessing.
Key Takeaway
If AI gets your business wrong, the fix isn’t more prompts — it’s better public data.
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Talk soon,
Frank
P.S.
Ask any AI tool what it knows about your business — then hit reply and tell me what you found (and which tool you used). I’ll personally share one way to make that answer more accurate, free of charge.
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