Plain-English guide
Fake 'best software' lists are fooling AI search tools
This week it emerged that just three websites generated over 215,000 'best software' pages specifically to get cited by AI search tools like Perplexity — and it's working. If a potential customer asks an AI assistant which booking system or business tool to use, the answer might come from one of those fabricated pages rather than from anything real. Here's what small business owners need to understand and do about it.
By Matt Rooney · 03/09/2026 · T19 Digital · 3 min read
The short version
- Search your business name in Perplexity and ChatGPT to see what AI tools actually say about you
- A credible, well-structured website is your strongest defence against fake listings outranking you
- Thin or outdated web presence makes it easy for fabricated content to fill the gap AI tools leave
What's actually happening with AI search results
AI-powered search tools don't browse the web the way Google does. They draw on training data and, increasingly, live web crawls — but they summarise rather than link, which means the source of a claim is often invisible to the person asking. That creates an opening for low-quality or outright fabricated content to be cited as authoritative without any obvious red flag.
The 'best software' story is an extreme example, but the underlying mechanics affect every business. If someone asks an AI assistant which local web studio to use, or which booking system suits a gym, the answer reflects whatever credible-looking content exists online — real or not. Your job is to make sure the real version of your business is the one that gets picked up.
How to audit what AI tools say about your business
Start simple: open Perplexity, ChatGPT, or Google's AI Overviews and search for your business name, your category, and the services you offer in your area. Note what comes up, where the information appears to come from, and whether anything is wrong or missing. Do this on a fresh browser session so personalisation doesn't skew the results.
Look specifically for whether your website is being cited, whether your descriptions are accurate, and whether competitors — real or otherwise — are being named alongside you. If AI tools are returning thin, vague, or incorrect information about your business, that's a signal your web presence isn't giving them enough solid material to work with. Write down what you find before you start fixing anything.
What makes a web presence credible to AI tools
AI tools favour content that is specific, consistent, and corroborated across multiple places. A website that clearly states what you do, who you serve, and where you're based — with real examples, real prices, and real contact details — is far more useful to an AI summariser than a vague homepage full of marketing language.
Supporting signals matter too. A complete Google Business Profile, accurate listings on relevant directories, genuine reviews, and third-party mentions all add weight. If your website hasn't been updated in two years, has no clear service descriptions, or buries your location three clicks deep, you're making it easy for fabricated content to fill the space. The fix isn't complicated, but it does require deliberate effort rather than hoping the algorithm works it out.
Practical steps you can take this month
First, get your website into good shape. That means clear service pages with real descriptions, honest pricing where possible, and content that reflects how people actually search for what you offer. If your site is outdated or broken, a website rescue starts from £900 and can address the fundamentals quickly.
Second, keep your web presence consistent. Check that your business name, address, and phone number match across your website, Google Business Profile, and any directories. Third, consider whether your site is doing enough to earn genuine links and mentions — press coverage, partnerships, and case studies all help. If you want a clearer picture of where you stand and what to prioritise, AI consultancy at T19 starts from £4,200 and includes practical, plain-English guidance rather than a list of jargon you'll never act on.
Questions we get on this
Can I get a fake listing about my business removed from an AI tool?
Not directly — AI tools don't have a simple takedown process. Your best approach is strengthening your real web presence so accurate content becomes the dominant source.
Does Google's AI Overview have the same problem?
It can surface low-quality sources, yes. A well-structured website with clear, specific content gives Google's systems more to work with and reduces the risk.
How much does it cost to get my web presence properly sorted?
It depends on what needs doing. Website rescue starts from £900, care plans run £39–£220 a month, and AI consultancy starts from £4,200 for strategic guidance.
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