AI generated false info about our company - how do we prepare for AI search crises?

This is becoming increasingly common. Let me break down the AI crisis landscape:

AI crisis differs from traditional PR:

The $67.4 billion problem:

Global losses from AI hallucinations in 2024 reached $67.4 billion. Your situation isn’t rare - it’s increasingly common.

Crisis vector analysis:

Immediate actions for your situation:

1. Document the hallucination (screenshot, exact wording)
2. Query all major AI platforms with similar questions
3. Identify how widespread the false information is
4. Begin source authority building (more on this below)

Detection infrastructure for AI crises:

What to monitor:

Platforms to monitor:

1. ChatGPT (multiple versions)
2. Perplexity (real-time web)
3. Google AI Overviews
4. Claude
5. Bing Copilot

Monitoring setup:

Manual (free):

• Create test query list
• Weekly manual checks
• Document in spreadsheet
• Compare changes over time

Automated (recommended):

Tools like Am I Cited can:

• Continuous monitoring across platforms
• Alert on new mentions
• Flag potential misinformation
• Track changes over time

Alert triggers:

Set up alerts for:

• Any negative sentiment
• Specific false claims (lawsuits, breaches, etc.)
• New information appearing
• Changes in how brand is described

Crisis response playbook framework:

Phase 1: Detection (Hour 0-24)

• Verify the false information
• Document across all platforms
• Assess severity and spread
• Notify leadership
• Activate crisis team

Phase 2: Assessment (Day 1-3)

Phase 3: Response (Day 1-Week 2)

1. Immediate:

   • Holding statement prepared
   • Internal FAQ for employees/sales
   • Customer service briefed

2. Short-term:

   • Authoritative content creation
   • Press release if warranted
   • Schema markup implementation

3. Medium-term:

   • External validation building
   • Source authority strengthening
   • Ongoing monitoring

Phase 4: Recovery (Week 2+)

• Track AI response changes
• Adjust strategy based on results
• Document lessons learned
• Update crisis playbook

Spokesperson preparation for AI crises:

Key talking points:

When media asks about AI misinformation:

“We’ve identified inaccurate information appearing in some AI-generated responses. To be clear: [factual statement]. We’re working to ensure authoritative sources are available to AI systems, but we want customers to know: [direct refutation of false claim].”

What NOT to say:

• “ChatGPT lied about us” (blame shifting)
• “AI is unreliable” (doesn’t solve your problem)
• “We’re suing OpenAI” (unless you actually are)

Customer communication template:

“You may have encountered inaccurate information about [Company] in AI search results. We want to be clear: [factual statement]. AI systems can sometimes generate errors, which is why we encourage verifying important information through official sources like [your website/official channels].”

Sales team talking points:

When prospects mention AI concerns:

1. Acknowledge what they heard
2. Provide factual correction with evidence
3. Offer to share certifications/documentation
4. Don’t dismiss their concern

“I’ve heard that come up before - actually, that’s not accurate. Here’s our SOC 2 certification and our public security page. Happy to walk through our actual track record.”

Proactive crisis prevention:

Build the fortress before you need it:

1. Authoritative “About” content

   • Detailed company history
   • Leadership with verifiable credentials
   • Clear statements on sensitive topics
   • FAQ addressing potential concerns

2. External validation documentation

   • Security certifications prominently displayed
   • Press releases for positive milestones
   • Customer success stories
   • Industry recognition/awards

3. Monitoring baseline

   • Monthly AI brand audits
   • Document current AI perception
   • Track changes over time

4. Crisis materials prepared

   • Holding statements drafted
   • Spokesperson identified and trained
   • Response playbook documented
   • Legal review completed

The security-specific angle:

If you’re in tech/SaaS, create a dedicated security page:

• SOC 2, ISO certifications
• Security practices overview
• Incident history (or clear “no incidents”)
• Bug bounty program (if applicable)
• Contact for security concerns

Make this the authoritative source on your security posture.

The regulatory landscape (awareness item):

Emerging regulations:

• EU AI Act has provisions around AI-generated misinformation
• FTC is monitoring AI deception claims
• State-level AI regulations emerging

Why this matters for crisis prep:

Future regulations may:

• Require AI platforms to correct known misinformation
• Create formal dispute mechanisms
• Mandate transparency in AI sources
• Enable legal recourse for damages

Current state:

No clear legal pathway to “make AI stop lying about you.” But this is changing.

Practical implication:

Document everything now:

• Screenshots of false information
• Dates discovered
• Impact on business (lost deals, etc.)
• Correction efforts taken

This documentation may matter for:

• Future legal action
• Regulatory complaints
• Insurance claims

For now:

Focus on source authority (works today) while keeping documentation for potential future options.

This thread has been incredibly helpful. Here’s our action plan:

Immediate (This Week):

1. Document the false information across all platforms
2. Query ChatGPT, Perplexity, Google AI, Claude with brand queries
3. Brief leadership and legal
4. Prepare customer service talking points

Short-term (Next 2 Weeks):

1. Content creation:

   • Update About page with detailed company history
   • Create security/trust page with certifications
   • Add FAQ addressing potential concerns
   • Explicit statement: “No data breaches or related litigation”

2. Schema implementation:

   • Organization schema with trust signals
   • FAQPage schema for security questions
   • Person schema for leadership

3. External validation:

   • Press release about recent security certification
   • Customer testimonial collection
   • Industry recognition highlight

Ongoing:

1. Monitoring setup:

   • Weekly AI platform queries
   • Am I Cited for automated monitoring
   • Alert system for brand mentions

2. Crisis preparedness:

   • Spokesperson training
   • Response templates
   • Escalation procedures

Metrics:

• Track AI response changes weekly
• Document correction timeline
• Measure customer inquiry volume about the issue

Key insight:

We can’t “fix” AI directly. We can become the most authoritative source on ourselves, making AI’s job of being accurate easier.

Thanks everyone - this is exactly the framework we needed.