What do AI assistants look up about your AI product?

When a person asks an AI assistant about your product, the assistant searches the web on their behalf, and it checks five things: what the product does and its main features, what it costs, whether people trust it, how it compares with alternatives, and which industries use it. If your site and your listings answer those five in plain text, the assistant has something to quote, and your page is the one it links.

I can see this happen in our own Search Console. Mixed in with normal searches are queries no person would type, shaped like "evaluate the company [name] on [topic]" or a full question about one product's use in insurance or healthcare. They are the searches Google's AI Mode runs while it builds an answer. Google describes this as query fan-out: AI Overviews and AI Mode may issue several related searches across subtopics to develop a response. Reading those queries tells you what the assistant wants to know about a product. These are the five topics, and what to put on your pages for each.

1. What it does and its main features

The assistant first needs a plain description it can repeat. Write one sentence that says who the product is for and what it does, and put it near the top of your home page, your pricing page and every listing. Then list the main features as full sentences, each saying what the user gets.

Avoid describing the product only in images, videos or animations. An assistant reads text, so the facts need to be in the text.

2. Pricing

Pricing questions come up constantly, such as "[name] pricing" or "is [name] free". Publish a pricing page with each plan, what it includes, the billing period and the free plan or trial if you have one. If your price depends on the customer, say so and describe how a quote works.

Use the same pricing label everywhere: your site, your listings and your documentation. When two pages disagree, the assistant has to pick one or hedge, and you lose control of the answer.

3. Reviews, reputation and trust

Assistants look for signs that real people use the product and that the company is real. Sub-queries ask about reviews, about whether the product is legit, and about the team behind it.

Show the company name, the people behind it and a way to contact you. Collect reviews on independent sites and directories, with the reviewer's own words. Reply to reviews, including critical ones, because a calm reply is a trust signal for both people and assistants. Add a security or privacy page that says what data you store and who processes it.

4. Alternatives and how it compares

People ask assistants to compare: "[name] vs [competitor]", "[name] alternatives", "should I switch from X to [name]". The assistant will answer with or without your input, so give it a fair comparison to quote.

Write a comparison page for your two or three closest competitors. Say what each one does best, including where the competitor is the better pick. A fair page is one an assistant can quote as it stands, and it brings you buyers who fit.

5. The industries it is used in

Many sub-queries ask about one industry: a support agent in insurance, a phone agent for a law firm, a chatbot for healthcare. If your product serves an industry, give that industry its own page or section, with the tasks it handles there and any compliance points that matter (data handling, hosting region, certifications you hold).

Name the industry in plain words in the heading. An assistant looking for "AI agents in insurance customer support" needs a page that says it.

Check how assistants answer about you

Once a month, ask two or three AI assistants the questions your buyers ask: "What is [name]?", "How much does [name] cost?", "Is [name] legit?", "[name] vs [competitor]" and "Best AI agent for [your industry]". Note which pages they cite and what they get wrong.

When an answer is wrong, the fix is usually on your side: a missing fact, an outdated page or two pages that disagree. Fix the page, wait a few weeks, and ask again.

A checklist for this week

• My home page says in one sentence who the product is for and what it does.
• Every feature is described in text, in full sentences.
• My pricing page lists each plan, what it includes and the billing period.
• The same price and description appear on my site and every listing.
• The company name, the team and a contact are on the site.
• I have reviews on at least one independent site or directory, and I reply to them.
• I have a fair comparison page for my closest competitors.
• Each industry I serve has a page or section that names it.
• I asked AI assistants about my product this month and noted what they cited.

Questions people ask

How do I get ChatGPT or Google's AI Mode to recommend my product?

Make the facts easy to find and consistent: a plain description, clear pricing, real reviews, fair comparisons and industry pages. Assistants cite pages that answer the question directly, so write each page around the question a buyer asks.

Can I see which questions AI assistants ask about my product?

Partly. Google Search Console shows queries that reached your pages, and some of them are the long, formal searches AI Mode runs while answering. Google's generative AI report shows which pages were shown in AI features, though it counts impressions only.

Should I write a page for every AI sub-query?

Write one strong page per topic, and cover the related questions on it. Google's guidance on AI features asks for helpful, people-first content, and a page per query would repeat the same text many times.