Check what ChatGPT says about your business

Why it matters

When someone asks ChatGPT "where can I have a business lunch in Kirchberg?", they get a short list of names. They do not get a page of links to scroll through. If you are not on that list, you never hear about that customer.

No dashboard shows you what ChatGPT says about your business. The only way to find out is to ask it, the way your customers do, and to keep a record so you can see whether it changes.

Illustration with fictional businesses.

SnapshotGot your free Snapshot? It ran this check for you on page 03: 10 questions on ChatGPT and Gemini, each answer marked Recommended, Mentioned or Absent. Reuse those questions here to repeat it every month. The Starter audit runs it on six assistants, in three languages, asking each question 3 times.

Choose your version

Quick check or full check

Start with ChatGPT. In September 2026 it sent about 80% of the AI chatbot referrals to websites in Luxembourg that Statcounter tracks. Gemini sent about 9%, Perplexity about 6%, Claude about 3% and Copilot about 2% (Statcounter). Google's AI Overviews are not in that count, but they appear above ordinary Google results, so include them. If your customers work in offices or large companies, add Copilot even to the quick check: it is built into Microsoft 365.

Steps

Run the check

1. Write your questions

   Most of your questions should not contain your company name. These questions show whether ChatGPT recommends you to people who do not know you yet. That is where new customers come from.

   • Use your customers' words, not your marketing words. Look at the last ten enquiries you received by email, phone or booking form. "Restaurant in Kirchberg for a business lunch" beats "contemporary dining experience".
   • Add the place and a real need. "Hotel near the old town with parking" or "garage near Bertrange that can service my car this week" is how people actually ask.
   • Include one comparison. For example "Is [competitor] or [another business] better for a family dinner?"
   • Add questions with your name to check the facts: "What does [Company] offer?", "Is [Company] open on Sundays?", "How much does [Company] charge for [service]?"

   Then write each question in each language your customers use. Translate the meaning, the way a customer would say it:

   Language	The same question
   English	Which restaurant in Kirchberg is good for a business lunch?
   French	Quel restaurant à Kirchberg est bien pour un déjeuner d'affaires ?
   German	Welches Restaurant in Kirchberg eignet sich für ein Geschäftsessen?

2. Set up a fair test

   AI assistants adapt to the person asking. To see roughly what a new customer sees:

   • Use a private or incognito browser window.
   • Stay logged out where the assistant allows it. If you have to log in, use a temporary chat if it offers one, and turn off memory.
   • Start a new chat for every question, so earlier questions do not steer the answer.
   • Ask every question on the same day and write the date down. Answers change over time, and the date makes next month's comparison fair.

3. Ask, and record each answer straight away

   Copy the question exactly, paste it, and fill in one row of the scorecard per answer. For Google, search on google.lu as usual. An AI Overview, the AI summary shown above the normal results, appears for some questions and not for others. If none appears, write "no AI Overview". That is a result too.

   Score each answer the same way. These are the same three results your Snapshot and Starter audit use:

   Score	Means	Example
   2	Recommended	You are one of the businesses the answer suggests.
   1	Mentioned	Your name appears, but not as a suggestion, for example only in the list of sources.
   0	Absent	Your name does not appear.

   Also write down which competitors are named, any fact about you that is wrong, and the websites the answer cites. Where to find those links:

   • ChatGPT: when it searches the web, it shows a Sources button under the answer. Click it to see the full list.
   • Google AI Overviews: the linked websites appear beside or under the summary.
   • Perplexity and Copilot: numbered links appear in the answer and in a sources list.

   Those are the websites AI assistants trust for your market. If the same listing site or guide keeps appearing, you want to be on it.

4. Add it up

   For the questions without your name, count the answers that scored 1 or 2 and divide by the number of answers. That is your mention rate. "Named in 4 of 30 answers" is a clear starting point. Do the same per assistant and per language: the gaps tell you more than the total.

   For the questions with your name, count the wrong facts. One wrong phone number, price or opening time can lose you a customer who had already chosen you.

5. Repeat every month with the same questions

   Keep the questions, assistants and languages the same. Single answers vary from day to day, so compare the totals, not one answer with another. When you change your website, write the date in the sheet so you can see what followed.

Template

The scorecard

Copy this into Excel or Google Sheets, then split the text into columns by comma. Use one row per answer. The first two rows are examples of how to fill it in.

Date,Question,Has our name?,Language,Assistant,Score (0/1/2),Competitors named,Wrong facts about us,Sites cited,Notes
2026-10-13,Which restaurant in Kirchberg is good for a business lunch?,No,EN,ChatGPT,0,"Restaurant A; Restaurant B; Restaurant C",,"city-guide.example; listings.example",Example row
2026-10-13,Is [Company] open on Sundays?,Yes,EN,Google AI Overview,2,,"Says open Sunday, closed since March","Google Business Profile",Example row

Read your results

What your scorecard is telling you

Look for the pattern, then go to the guide that fixes it.

Common mistakes

What makes a check misleading

• Putting your name in the question. "Is [Company] a good restaurant?" will almost always mention you. It tells you nothing about new customers.
• Testing while logged in with your history. An assistant that remembers your earlier questions about your own business gives answers no customer sees.
• Judging from one answer. Ask the same question twice and the list can change. Look at totals across all questions.
• Testing only in English. Customers who ask in French or German often get a different list, built from French or German websites.
• Changing the questions each month. Then you cannot tell whether a better result came from your work or from easier questions.