How to Check What ChatGPT Says About Your Brand in India

A customer tells your sales team, "I asked ChatGPT for the best options and you came up." Another says, "ChatGPT told me you don't deliver to Jaipur," which is wrong. Both conversations happened without you in the room.

India now has more than 100 million weekly ChatGPT users, the second largest base in the world (India TV News). Shopping is moving into these answers too: Google is testing buying from Flipkart inside Gemini and AI Mode in India (TechCrunch). So "what does AI say about us?" is now a fair question for any marketing head to ask in a Monday review.

This guide covers three ways to answer it: checking by hand, building a simple tracking sheet, and using a dedicated tool. Each has a place. The aim is to pick the one that matches your budget and how often you need the answer.

Before you start: why one check is never enough

The first thing most people do is open ChatGPT, type "best [category] in [city]" and look for their name. It is a start, but it can mislead you for three reasons.

Your account is not neutral. ChatGPT can remember details from your past chats (OpenAI Help: Memory FAQ). If you have spent months asking it about your own company, it may bring your brand up more readily for you than for a stranger.
Answers change. Ask the same question twice and you can get a different list, in a different order. One answer is a single draw, not a verdict.
Your question is not your customer's question. You type your category the way your team talks about it. Buyers type it the way they think about it, often with a budget, a city or a problem attached.

Keep these in mind for every method below.

Method 1: Check by hand (one afternoon, free)

This is the right first step for almost every business. It costs nothing and it tells you if you have a problem worth spending on.

Step 1: Write down 10 real buyer questions

Do not invent them in a meeting. Pull them from what customers already say:

Questions your sales team hears on the first call
Enquiries that come in on WhatsApp or email
The "People also ask" box on Google for your category
Reviews of you and your rivals, where buyers explain why they chose

Mix them across the buying journey:

Researching: "What should I look for in a home loan for a first flat?"
Comparing: "Which is better for a small clinic, X or Y?"
Ready to buy: "Best wedding photographer in Jaipur under 2 lakh"

Write them the way a person would type them, including Hinglish if that is how your buyers speak.

Step 2: Ask in a clean chat

Use a Temporary Chat in ChatGPT, which does not use or create memories (OpenAI Help: Temporary Chat FAQ). Better still, ask a colleague who has never used ChatGPT for work to run the questions on their phone. Do the same in any other assistant your buyers are likely to use.

Step 3: Ask each question more than once

Run each question at least three times, in separate fresh chats. Note how many of those answers mention you. "Came up in 2 of 3" tells you far more than a single yes or no.

Step 4: Read the answer, not just the list

For every answer that mentions you, check:

Position. Are you first, third or a footnote?
Facts. Are your prices, locations, founding year, products and policies right?
Tone. Are you described as "affordable", "premium", "known for slow service"?
Company you keep. Which rivals appear next to you, and which appear when you do not?
Sources. When ChatGPT shows links, which sites did it lean on? (OpenAI Help: ChatGPT search)

If you find wrong facts, our guide on what to do when ChatGPT gets your company wrong walks through the fixes.

Good for: a first look, a small business, a founder who wants to see it with their own eyes. Weak at: repeating it next month the same way, and spotting slow changes.

Method 2: A simple tracking sheet (a few hours a month)

If the hand check shows a gap, the next question is whether it is getting better or worse. A sheet answers that.

Set up one row per question, per check, with these columns:

| Column | What to record | |---|---| | Date | When you asked | | Question | Word for word, never reworded | | Buying stage | Researching, Comparing or Ready to buy | | Mentioned? | Yes or No | | Position | 1, 2, 3 and so on, or blank | | Rivals named | Every brand in the answer | | Wrong facts | Exactly what was wrong | | Sources shown | The sites linked, if any |

Rules that keep the sheet honest:

Never edit the questions. If you reword a question, start a new row and treat it as a new question. Otherwise you are comparing two different things.
Check on a fixed day. Once a month, same week, same person if possible.
Log what you changed. If you updated your About page or fixed a listing, note the date. When the numbers move later, you will know what happened before it.
Count, do not eyeball. At the end of each month, work out the share of answers that mention you, overall and for each buying stage.

Be careful with what the sheet can tell you. If your mentions go up after you fix a listing, that is a change you saw after the fix, not proof the fix caused it. Answers move for many reasons, so look at a trend over several months before drawing conclusions.

Good for: a marketing team with some time and a small set of questions. **We