AI platforms like ChatGPT aren’t just fun experiments anymore. They’re influence engines. Over 100 million people use ChatGPT alone and many of them are asking questions that used to be typed into Google.
Things like:
- “What are the best tools for email marketing?”
- “What software should I use for managing remote teams?”
- “What is [your brand] and how does it compare to [competitor]?”
If you don’t show up in those responses, you might as well be invisible. And if you do show up, you’d better hope the info is accurate.
This post will help you run a structured, simple audit of your brand inside AI tools like ChatGPT. It’s not as painful as it sounds. And we made a free worksheet to make it easier.
Why Brand Audits Need to Evolve to Include LLMs
Traditional brand audits usually focus on things like web presence, sentiment analysis and Google rankings. But the internet is shifting. People don’t just search anymore. They ask.
And AI tools answer with summaries, suggestions, and ranked lists. That means the old rules of SEO and brand monitoring don’t fully apply.
Here’s what makes AI brand presence different:
- It’s based on summarization, not just keywords
- You might be misrepresented or confused with another brand
- If you’re not mentioned, users may never know to search for you
- Every model (ChatGPT, Claude, Gemini, Perplexity) behaves a little differently
So running an AI brand audit isn’t optional anymore. It’s just part of doing business in 2025.
What a ChatGPT Brand Audit Looks Like
You don’t need special tools to start. You just need a few prompts and a bit of curiosity. Think of it like being your own secret shopper, but inside an AI.
Try asking ChatGPT:
- What is [Your Brand Name]?
- Best [product/service type] for [audience or goal]?
- Alternatives to [Competitor]?
- What are some tools that help with [your core problem you solve]?
You’re looking to see:
- Are you mentioned?
- Is the description accurate?
- Are you compared to the right people?
- Are the right use cases or keywords showing up?
This is where our worksheet comes in handy. It gives you structure so you can track this across models and over time.
How to Read the Results
Not all mentions are created equal. You want to pay attention to:
| ✅ Positive signals: | ❌ Red flags: |
| You’re mentioned alongside credible competitors | You’re left out entirely |
| Your value props are clearly explained | You’re confused with someone else |
| The tone matches your brand | The tone is off or outdated |
| You’re included in “top” or “best” recommendations | Your offering is described incorrectly |
The goal here isn’t just to get a mention. It’s to make sure you’re showing up in the right way, for the right reasons.
Using the Free LLM Audit Worksheet
We created a printable worksheet that guides you through this process. It includes:
- Real prompts you can copy and paste into ChatGPT (or Claude, Gemini, etc.)
- A checklist for each response
- Space to note what you saw, what felt off, and what needs fixing
- A spot to log which model you checked and when
It covers five key areas:
- Brand Overview
- Category Queries
- Competitor Comparisons
- Problem-Based Queries
- Keyword Alignment
Run through each section and you’ll start to see patterns. It’s simple, but it can be eye-opening.
Using the Free LLM Audit Worksheet
Once you’ve audited your brand, you’ll likely notice gaps. Here’s how to start improving:
Fix your fundamentals.
If your site doesn’t clearly explain what you do, neither will the models.
Update your positioning.
Make sure your messaging shows up in places LLMs pull from.
Earn new citations.
Look for places to get your brand mentioned in forums, blogs, and trusted sources.
Use structured content.
FAQs, comparisons, and bullet lists tend to surface more cleanly in LLMs.
If you’re overwhelmed, that’s fair. This is where tools like Murmur come in. We track your brand inside AI models and alert you when your presence shifts.
Wrap Up
You can’t influence what you don’t track. And manual checks are better than nothing, but they’re not scalable. The worksheet gives you a repeatable framework. Murmur makes it automatic.
