AI is Rewriting Your About Page for You

You might not like the version it tells people.

Before someone submits an enquiry form, signs up for a demo or calls, there’s a growing chance they’ve already asked an AI tool about you. “Who are [your business]?” “What do they specialise in?” “Are they any good?”

They’ll get an answer either way. A short paragraph that says who you are, what you do, who you do it for and whether you’re worth a call. In other words, an About page. Just not the one you wrote.

AI tools don’t copy your About page word for word. They read it alongside your Google Business Profile, customer reviews, your LinkedIn page, a handful of directory listings and anything else they can find, then write their own version. If your page is vague, or those other sources disagree with it, the version people hear could be generic, out of date or simply wrong.

Why About pages matter for AI search

For years, the About page was the least-visited page on most business websites. It was written for the few people who’d already reviewed your service/product pages, and they wanted to see people behind your business. So most of them ended up as brand stories: how the business started, what it believes in, how passionate everyone is.

AI search changes who reads it. When someone asks ChatGPT or Perplexity about your business, the tool needs facts it can stand behind:

• What do you do? 
• Where are you based? 
• Who do you work with? 
• When were you founded?

Your About page is the one place on the web where you get to state those facts in your own words, so it’s often one of the first sources these tools reach for.

That’s not because AI search has its own special rules. Google says its AI features draw on the same index as normal Search, and that the same good practice applies. Your About page is already in the pool. The question is whether it gives AI anything useful to work with.

There’s a catch, though. Your About page is rarely the only source, and it’s not the one AI trusts most. Research from the University of Toronto found that AI search engines lean heavily towards third-party sources, like reviews, directories and independent publications, over content brands publish about themselves. So your About page doesn’t get the final say. What it can do is set the record that every other source should match.

Why AI is rewriting your About page, and how it does it

AI isn’t trying to misrepresent you. Its job is to answer a question in a sentence or two, and your About page usually wasn’t written to do that. “We’re passionate about delivering excellence” doesn’t tell anyone what you actually do, so AI skips it and looks elsewhere.

Here’s roughly what happens when someone asks about your business:

1. It gathers passages, not pages. The tool pulls short chunks of text from several sources: your site, your Google Business Profile, LinkedIn, directories, review sites, news mentions.
2. It weights them. Third-party sources tend to carry more weight than what you say about yourself. If a directory and your website disagree, the directory might win.
3. It blends them into one summary. Facts from different places get merged into a single description, even when they don’t quite fit together.
4. It fills the gaps. Where the facts are thin or vague, the tool falls back on what businesses like yours usually do. That’s how a specialist ends up described as a generalist.
5. It might be working from old information. The model’s built-in knowledge can be months or years out of date, so a service you dropped in 2023 can still turn up today.

How often does this go wrong? Fractl’s 2026 research found that 27% of marketers had come across an inaccurate AI description of their own brand.

The three versions AI tends to tell

When AI gets a business wrong, it usually falls into one of three patterns.

The generic version. You’re described by your category, not your specialism. A dental practice that’s built its reputation on implants and Invisalign becomes “a dental practice offering general and cosmetic dentistry”. A commercial law firm becomes “a firm of solicitors”. It’s not false. It’s just not the reason anyone would choose you.

The outdated version. AI describes the business you were, not the one you are. The services you stopped offering, the office you moved out of, the product you rebranded two years ago. SaaS companies that have pivoted get hit hardest here, because their old positioning is often what’s most written about.

The borrowed version. AI picks up someone else’s description of you and runs with it. A directory that filed you under the wrong category. A LinkedIn page nobody’s updated since 2019. A business with a similar name in another city. If enough sources repeat it, it becomes the version AI trusts.

How to feed AI the right information about your business

You can’t edit what ChatGPT says about you directly. There’s no form to fill in. What you can do is make the correct version easy to find, easy to extract and repeated everywhere AI looks.

1. Find out what AI is saying now

Start by asking. Run the same few questions through ChatGPT, Perplexity, Gemini and Google’s AI Overviews:

• “What is [business name]?”
• “What does [business name] specialise in?”
• “Who are the best [your service] providers in [your area]?”
• “Is [business name] a good choice for [a service you offer]?”

Note what’s right, what’s missing and what’s wrong. Where the tool shows its sources, note those too. That tells you where the bad version is coming from.

2. Rewrite your About page as a fact sheet with a story attached

Keep the story. People still like to know who they’re dealing with. But open with a short, factual summary that could be lifted out and quoted on its own. Something like this:

Before: We’re a passionate team dedicated to delivering outstanding results for our clients, built on decades of experience and a commitment to excellence.

After: [Business name] is a Liverpool-based firm of solicitors specialising in commercial property and employment law for SMEs across the North West. Founded in 2004, the firm has 18 solicitors and is regulated by the SRA.

The second version answers the questions AI is being asked. Under it, add a short key facts block: services, sectors, locations, year founded, team size, accreditations and named senior people with their credentials. Use the specific words your clients use. “Implant dentistry” beats “smile solutions”. “Payroll software for UK accountancy firms” beats “business software”.

3. Make every other profile say the same thing

This is where most businesses fall down. Go through your Google Business Profile, LinkedIn, Companies House record and every directory you’re listed on, from Clutch and Trustpilot to sector ones like the Law Society’s Find a Solicitor or G2 for software. Check the business description, services, address and founding date. Make them match your About page.

It’s tedious work, but it matters more than almost anything else on this list. When your sources agree, AI has nothing to blend and no gaps to fill.

4. Add Organisation schema

Organisation schema is a bit of code that labels the key facts about your business for machines: your name, logo, address, founding date, and links to your official profiles elsewhere (the “sameAs” property). It won’t fix a bad description on its own. It does help search engines connect your website to your other profiles and treat them as the same business.

5. Get other people saying it too

Because AI leans on third-party sources, the most valuable thing you can do is get accurate descriptions of your business published somewhere other than your own website. Client case studies on their sites, local and trade press coverage, industry awards, podcast appearances and reviews that mention specific services all count. Each one is another source repeating the right version.

6. Keep it current

When you add a service, drop one, move office or rebrand, update your About page and your profiles in the same week. Then re-run your test questions every few months. AI’s picture of you is never finished. It’s built from whatever’s out there at the time.

Who’s telling your story?

Your About page used to be a nice-to-have. Now it’s the closest thing you’ve got to a briefing note for every AI tool that gets asked about you. If you don’t give them clear facts, they’ll piece together their own version from whatever else they can find.

The good news is that most of the fixes are straightforward. They just take a bit of time and attention.

Curious what AI is saying about you right now? Get in touch for your free AI gap analysis.