What would a customer ask?
Start with your hours, location, contact details, and services. Ask the AI tools your customers use, then compare the answers with the facts. Save the wrong answers and any sources they cite.
Where did the wrong information come from?
Look at your website, business profiles, and directory listings. An old address or missing service may still be visible somewhere. Correct what you control and request corrections elsewhere. You cannot assume every wrong answer comes from a page you own.
Did the correction reach the answer?
Check again after updating the source. Accurate public information helps, but you cannot guarantee that an AI system will use it or stop making mistakes. If you operate your own chatbot, review what it tells customers too. Keep the answers tied to the policies and services you actually provide.
Sources
Sources
- American Bar Association, Business Law Today, "BC Tribunal Confirms Companies Remain Liable for Information Provided by AI Chatbot," February 2024. Moffatt v. Air Canada, British Columbia Civil Resolution Tribunal, decided February 14, 2024.
- BrightLocal, Local Consumer Review Survey 2026, AI and trust findings, published March 10, 2026. 1,002 US adult consumers. Use of AI for local business recommendations rose from 6% in 2025 to 45%.
- Jeff Fargo, Fargo Factor Insight: Why AI Recommends Your Competitor When You Know More
- Jeff Fargo, Fargo Factor Insight: Filters Are Killing Your Credibility
Transcript
Verbatim from the Fargo Walks clip, as recorded.
AI might be lying about your business. Check all of your information: your hours, your location, your contact info, the services you offer. If AI doesn't read it, it's going to guess. Air Canada's chatbot created a refund policy. And guess what? It wasn't correct, and a court upheld it. They had to pay. AI stops getting challenged when everything it reads about you is accurate. I'm Jeff Fargo. I help businesses get found accurately with AI search. Go forth.