How AI Models Learn About Your Business

When ChatGPT recommends your business, where did it learn about you?

When Perplexity says you’re “highly rated”, where did it get that information?

Here’s how AI platforms actually learn about businesses, what data they can access, and what you can control.

Reading time: 12 minutes

The Two Types of AI Knowledge

AI platforms learn about your business in two ways.

1. Training Data (Frozen Knowledge)

What it is: Information the AI model was trained on before deployment.

Example: ChatGPT-4 was trained on data through October 2023. Everything it “knows” without searching comes from that training data.

For businesses: If your business was mentioned in public articles, reviews, or websites before October 2023, ChatGPT has some base knowledge.

What you can’t control: Training data is frozen. You can’t update it. You can’t remove information from it.

What you can control: Future mentions. New public content about your business will appear in the next model’s training data.

2. Real-Time Web Search (Current Knowledge)

What it is: AI platforms that search the web when answering questions access current data.

Platforms with real-time search:

  • ChatGPT (with search feature enabled)
  • Perplexity (always searches)
  • Gemini (Google integration)
  • Claude (when search tools are used)

For businesses: These platforms search the public web and find current information about you.

What you can control: Everything they can find through search. Your website, reviews, Google Business Profile, press coverage, etc.

This is where you have leverage.

What Data AI Platforms Can Access

AI platforms with web search access the same public web Google does.

1. Your Website

What they read:

  • All public pages
  • Text content
  • Structured data (schema markup)
  • Meta information
  • Image alt text

What they don’t read:

  • Password-protected pages
  • Content behind forms
  • Member-only areas
  • Admin sections

Your control: 100%. You control everything on your website.

Priority:

  • Clear business description
  • Services listed explicitly
  • Location information prominent
  • Contact details easy to find
  • Schema markup (structured data)

2. Google Business Profile

What they read:

  • Business name, category, description
  • Address and service area
  • Phone number and hours
  • Reviews and ratings
  • Photos
  • Posts
  • Q&A section

Your control: 90%. You control your profile. Users control reviews and Q&A.

Priority:

  • Complete all fields
  • Keep information accurate
  • Post weekly
  • Respond to reviews
  • Answer Q&A questions

3. Review Platforms

What they read:

  • Reviews on Google, Yelp, industry sites
  • Star ratings
  • Review text (specific problems and solutions mentioned)
  • Response from business owner
  • Photos in reviews

Your control: 50%. You can’t control reviews but can influence them.

Priority:

  • Request detailed reviews from happy customers
  • Respond to all reviews (shows engagement)
  • Ask specific questions (What problem? How solved? Outcome?)

4. News and Press Coverage

What they read:

  • News articles mentioning your business
  • Press releases
  • Industry publication features
  • Local business coverage
  • Expert quotes

Your control: 30-50%. You can pitch but can’t guarantee coverage.

Priority:

  • Pitch local news for community stories
  • Contribute expert commentary
  • Share customer success stories
  • Seek industry publication features

5. Social Media

What they read:

  • Public social media posts
  • Business page information
  • User mentions and tags
  • Public comments and engagement

Your control: 80% on your profiles, 20% on user mentions.

Priority:

  • Complete business profiles
  • Regular posting
  • Engage with mentions
  • Share customer stories

6. Directory Listings

What they read:

  • Business directories (Yellow Pages, industry directories)
  • Chamber of Commerce listings
  • Professional association directories
  • BBB profile

Your control: 90%. You can claim and update most listings.

Priority:

  • Claim major directories
  • Keep information consistent
  • Focus on industry-specific directories

What You Cannot Control

Be realistic about limitations.

Training Data Cutoffs

The problem: ChatGPT-4’s training data ends in October 2023. Anything published after that isn’t in its base knowledge.

What this means: If someone asks ChatGPT about your business without triggering a web search, it only knows pre-October 2023 information.

Your leverage: Most business queries trigger web search. Recent information appears through search.

Competitors’ Information

The problem: You can’t control what competitors say or how well they optimize.

What this means: Even if you’re perfectly optimized, competitors with better signals will rank higher.

Your leverage: Focus on what you can control. Be better than competitors on signals within your control.

User Queries

The problem: You can’t control how people phrase questions to AI.

Example: Your business: “Phoenix HVAC emergency repair specialist”

User asks: “Best HVAC company in Phoenix” (generic)

AI may recommend larger, more established competitors.

Your leverage: Optimize for specific queries where you have advantage. Own niche positioning.

AI Platform Algorithms

The problem: You don’t know exactly how ChatGPT decides which businesses to recommend.

What this means: You can follow best practices but can’t reverse-engineer the exact algorithm.

Your leverage: Focus on fundamentals: clear information, authority signals, positive reviews.

Timeline: How Long Until AI Learns Changes

Immediate (Hours to Days)

Website updates:

  • AI platforms re-crawl sites frequently
  • Major changes recognized within days

Google Business Profile:

  • Updates appear in Google within hours
  • AI platforms see changes within 1-3 days

Short-term (1-2 Weeks)

New reviews:

  • Review platforms update daily
  • AI platforms see new reviews within 1-2 weeks

Social media:

  • New posts are crawled quickly
  • But need volume to affect AI recommendations

Medium-term (2-8 Weeks)

Schema markup:

  • Google recognizes within 1-2 weeks
  • Full impact on AI visibility: 3-4 weeks

Content improvements:

  • AI platforms re-index updated content
  • Full effect: 4-6 weeks

Long-term (2-6 Months)

Authority building:

  • Press coverage accumulates slowly
  • Backlink authority builds over months
  • Consistent improvement needed

Review accumulation:

  • Need 20-30 detailed reviews
  • Takes 2-4 months to collect
  • Ongoing process

Very Long-term (6-12 Months)

Training data updates:

  • New AI model versions train on more recent data
  • Your recent mentions appear in base knowledge
  • But web search makes this less critical

How to Accelerate AI Learning

You can’t force it, but you can optimize the signals.

Week 1: Foundation

Update your website:

  1. Add clear business description to homepage
  2. List services explicitly
  3. Add schema markup
  4. Make contact information prominent

Complete Google Business Profile:

  1. Fill every field
  2. Add 15-20 photos
  3. Post weekly
  4. Set up Q&A

Expected impact: AI platforms can now find and verify basic information.

Weeks 2-4: Authority Signals

Generate detailed reviews:

  1. Email 10-20 recent happy customers
  2. Ask specific questions (problem, solution, outcome)
  3. Target 10-15 new detailed reviews

Add certifications:

  1. Display licenses and certifications
  2. Add professional association memberships
  3. Include badges on website

Expected impact: AI platforms see trust signals and detailed customer experiences.

Months 2-3: Content and Mentions

Create expert content:

  1. Write 3-5 helpful guides in your area
  2. Answer common customer questions
  3. Share unique insights

Seek press coverage:

  1. Pitch local news
  2. Contribute to industry publications
  3. Share customer success stories

Expected impact: AI platforms find more content about you, see you as authority.

Ongoing: Consistency

Monthly:

  • 4 Google Business Profile posts
  • 3-5 new detailed reviews
  • 1 piece of expert content
  • Monitor AI visibility

Quarterly:

  • Update schema markup
  • Refresh content (dates, examples, screenshots)
  • Seek new press or partnership mentions

Expected impact: Sustained AI visibility improvement. Staying ahead of competitors.

Common Misconceptions

”AI Has a Database of Businesses”

False.

AI platforms don’t maintain a business database like Google Business Profile or Yelp.

They search the public web (or use training data) and synthesize information.

What this means: You can’t “submit” to AI. You improve public information so AI finds it when searching.

”I Can Pay to Get Listed in AI”

False.

No AI platform sells business placement in conversational answers.

Anyone claiming this is scamming you.

What this means: Focus on legitimate optimization, not paid submissions.

Read more: Can You Pay to Get Listed in ChatGPT?

”AI Remembers Previous Conversations About My Business”

Mostly false.

AI platforms don’t build persistent knowledge from user conversations.

Each conversation is largely independent.

Exception: Some platforms use conversation history to personalize within a session, but this doesn’t affect other users’ searches.

”Once AI Learns About Me, I’m Set”

False.

AI platforms constantly re-crawl and update information.

Competitors improve. Your information gets stale. You need ongoing effort.

What this means: AI visibility requires ongoing maintenance, like SEO.

Testing What AI Knows About You

Surmado Signal tests what AI platforms actually say about your business.

What it does:

  • Tests 7 platforms (ChatGPT, Perplexity, Claude, Gemini, Meta AI, Grok, DeepSeek)
  • Uses realistic customer queries (persona-based)
  • Shows exact AI quotes about your business
  • Identifies what information AI has and what’s missing

Example test results:

Before optimization:

“I don’t have specific information about this business.”

After optimization (4 weeks later):

“Phoenix HVAC Emergency Repair has 4.8 stars from 47 Google reviews. Customers highlight their fast response time for emergency calls, with average arrival within 2 hours. Licensed and insured. Serves Phoenix, Scottsdale, and Tempe.”

Cost: $25 per test

Timeline: Test baseline, optimize for 4 weeks, re-test to measure improvement

Test what AI knows about your business

The Influence Hierarchy

What you control most:

  1. Your website (100% control)

    • Description, services, schema markup
    • Fastest to update, immediate impact

  2. Google Business Profile (95% control)

    • You control profile, users control reviews
    • Updates appear in 1-3 days

  3. Social media (90% control)

    • You control posts, users control mentions
    • Public information AI can access

What you influence:

  1. Reviews (50% control)

    • Can request, can’t control content
    • Can respond, shows engagement

  2. Press coverage (30% control)

    • Can pitch, can’t guarantee placement
    • Takes weeks to months

  3. Third-party mentions (20% control)

    • User-generated content, forums, social mentions
    • Very limited control

What you don’t control:

  1. Competitors (0% control)

    • They optimize independently
    • Focus on your own signals

  2. AI algorithms (0% control)

    • Proprietary ranking logic
    • Changes without notice

  3. Training data (0% control)

    • Frozen until next model version
    • But web search makes this less important

Strategy: Focus 80% of effort on what you control 100%. Focus 20% on what you influence.

Next Steps This Week

Monday:

  1. Test what AI currently knows about you ($25 Signal test)
  2. Identify information gaps
  3. List top 3 priorities

Tuesday-Wednesday: 4. Update website with clear business description 5. Add or improve schema markup 6. Complete Google Business Profile

Thursday: 7. Email 5-10 recent customers for detailed reviews 8. Respond to existing reviews 9. Create first GBP post

Friday: 10. Document what you’ve updated 11. Set calendar reminder to re-test in 4 weeks 12. Plan next month’s content

30 days later: 13. Re-test AI visibility ($25) 14. Compare before/after 15. Measure improvement 16. Continue optimizing

The Bottom Line

AI platforms learn about your business through:

  1. Training data (frozen, can’t control)
  2. Real-time web search (current, you can control)

What they access:

  • Your website (100% your control)
  • Google Business Profile (95% your control)
  • Reviews (50% influence)
  • Press coverage (30% influence)
  • Social media (90% your control)

Timeline for changes:

  • Website/GBP updates: 1-3 days to appear
  • Review accumulation: 2-4 weeks
  • Authority building: 2-6 months
  • Full optimization: 4-8 weeks

What you cannot control:

  • Training data cutoffs
  • Competitors’ efforts
  • AI algorithms
  • User query phrasing

Focus on:

  • Clear website information
  • Complete Google Business Profile
  • Detailed customer reviews
  • Schema markup
  • Ongoing content

Test regularly: Baseline test → Optimize 4 weeks → Re-test → Measure improvement

AI visibility is like SEO: ongoing effort, measurable results, competitive advantage.

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