Brands now have a way to systematically track and fix inaccurate claims that AI search engines make about their products. A new tool called FactCheck, launched by Profound, addresses a growing problem: when customers ask ChatGPT, Perplexity, Gemini, and other AI engines about products, prices, and features, the AI often generates claims that are outdated, incorrect, or never made by the brand at all.

The scale of the problem is significant. Profound's research across 50,000 large language model (LLM) responses found that 47% of response content is completely unsolicited, meaning the AI isn't simply answering the question asked but is adding its own commentary about the brand. Inside all that extra content, inaccuracy runs rampant.

Why Does AI Misinformation About Brands Matter?

Until now, most brands only discovered something was wrong reactively. A customer would call to complain about a price the AI quoted that no longer existed. A social media post would go viral mocking an answer no one at the company ever wrote. That's reactive, and it doesn't scale when millions of people are asking AI engines about your products every day.

For regulated industries like pharmaceuticals, financial services, and healthcare, an inaccurate AI claim carries compliance and legal weight. FactCheck gives those teams an audit trail showing the brand's AI representation is being actively monitored, with the citation source attached to every flagged claim.

How Does FactCheck Work to Identify and Fix Inaccuracies?

FactCheck systematically compares what AI engines say about a brand against the brand's own source of truth, then tells companies what's accurate, what's wrong, and which specific sources are driving the inaccuracies. The process involves four main steps:

• Tag Your Prompts: Mark the prompts you want to verify with the "FactCheck" type in Profound's Prompt Designer. These work best on questions with deterministically correct answers like pricing, specs, features, availability, and policies.
• Build Your Knowledge Base: Populate your ground truth by crawling your domain, pointing at specific product or pricing pages, uploading files, or syncing from Google Drive and Notion so it stays current. FAQ-style content works especially well.
• Let Profound Run the Analysis: Profound queries every major answer engine with your tagged prompts and collects the responses. Profound's own claim-detection model reads every sentence, finds where a verifiable claim is being made about your brand, and compares it against your Knowledge Base.
• Review Results in the FactCheck Tab: Inside Answer Engine Insights, you get an overall accuracy score, inaccurate claims grouped by theme, and claim-level detail that puts the exact LLM claim in the AI response side by side with your ground truth.

The strongest workflow from early customers follows a simple arc: discover what's wrong, diagnose where it's coming from, then fix the root cause and watch accuracy climb.

What Happens When You Find a Source of Misinformation?

The hard part of fixing AI misinformation has never been knowing something is wrong. It's knowing why. FactCheck's source attribution tells you which specific URL is producing a bad claim, which means you can determine whether the problem is your own outdated content, a third-party publication with stale information, or a competitor-adjacent source.

One company ran their first FactCheck and discovered the single biggest source of inaccurate claims was their own website, pages that hadn't been touched in years. That's the highest-impact, lowest-effort fix there is. When the source of a wrong claim is an outside publication, source attribution turns a vague complaint into a precise outreach list. Your communications team can go to a publisher with documented evidence and request a correction, then use FactCheck to track whether the fix actually moves accuracy over time.

FactCheck connects directly to Profound Agents, so the moment you spot a problem you can launch a workflow to fix it without leaving the platform. When the inaccuracy traces back to your own content, you can launch an Agent that updates the page driving the wrong claim. When a competitor is shaping the answer, you can kick off an Agent that creates new content built to answer the prompt accurately. When the source is a third party, you can launch an Agent that drafts outreach to the publisher with the inaccurate claim, the correct information, and the evidence behind it.

How Continuous Monitoring Differs From One-Time Audits

Because FactCheck runs continuously rather than as a one-time audit, brands can set a baseline, make their content and outreach changes, and watch the accuracy score respond. A point-in-time audit can only tell you what was true on the day you ran it. AI answers drift constantly as new content gets indexed, and continuous monitoring is what catches that drift.

In one early example, one of the biggest fitness wearable brands in the world ran FactCheck and found AI was misrepresenting them 11% of the time within the first week. Across millions of daily queries, that's millions of wrong answers reaching their customers. They traced it to the source, corrected it, and tracked the improvement.

FactCheck is available today for all Profound customers on enterprise plans at no additional cost. To get up and running, brands need to tag their most brand-critical prompts and set up their Knowledge Base.