Is AI getting your brand right? Ask these 5 questions.

If communicators want to know how AI is shaping their organization’s reputation, they should be asking the same questions as their audiences.

Alex Sevigny, associate professor at McMaster University and an adviser at Ragan’s Center for AI Strategy, recommended frequent checks on how different generative AI platforms describe your organization, then compare those answers with what you know to be accurate.

“Make sure the model holds the most fundamental facts,” Sevigny said, during Ragan’s AI Certificate Course. “Who is your organization and what are its main business segments?”

Here are the five questions Sevigny says every comms team should test in LLMs.

Start with the basics. Ask ChatGPT to summarize your organization, its major business areas, products, leadership and headquarters, Sevigny said.

This will show whether AI has current information or if it’s relying on outdated sources, he said.

Ask the model to compare your organization with one or two competitors.

Sevigny suggested prompting the tool to “compare your org’s competitive strengths and weaknesses” with others in your industry.