How AI talks about brands
AI assistants don't have opinions – but they have perceptions. Learn how these form and what they mean for your brand.
AI 'knows' your brand – but from where?
When ChatGPT talks about your brand, it's based on training data. This comes from publicly available sources: websites, articles, social media, forums, reviews.
This means: AI has no opinion of its own. But it has a statistically shaped perception – based on what people have written about your brand.
Training data: The foundation of perception
AI models learn from texts. The more often a brand is mentioned in a specific context, the stronger that association becomes.
Examples:
- →Is 'Tesla' often mentioned with 'innovation' and 'electric mobility'? AI connects that.
- →Does 'Slack' frequently appear in discussions about 'remote work'? That becomes part of the perception.
- →Does your brand only appear in negative contexts? That shapes the image.
'AI doesn't reflect the truth – but what people have written about your brand.'
Prompts and context: How AI responds
How someone asks a question influences the AI's answer. A prompt sets the context.
Prompt 1:
Which CRM software is the cheapest?
→ AI focuses on price
Prompt 2:
Which CRM software is the most innovative?
→ AI focuses on features
Brands present in many different contexts have a higher chance of being mentioned – regardless of the prompt.
Bias: When AI is prejudiced
AI models can develop bias (distortions). This happens when certain brands appear disproportionately often in positive or negative contexts.
For example: If a brand is frequently mentioned in tech blogs but rarely in mainstream media, AI may perceive it as a 'niche product' – even if it's a market leader.
With art8, you can identify such patterns and deliberately counteract them.
Influence of communication & media
Your brand communication directly influences how AI talks about you. The more consistent and present you are in relevant sources, the clearer the picture becomes.
Important channels:
- →Trade publications and blogs
- →Reddit, Stack Overflow, forums
- →News articles and interviews
- →Product comparisons and reviews
A practical example
Let's say a brand is frequently mentioned in connection with 'fast customer service'. AI learns: This brand = good support.
If someone asks: 'Which software has the best customer service?', the probability of this brand being mentioned increases.
But this only works if the mentions are frequent, consistent and from trustworthy sources.
Point of Truth
AI talks about brands based on what people write. Those who understand this perception can shape it.
With art8, you see how AI thinks about your brand – and where you can optimize.