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How to Keep Unknowns in AI-Assisted Company Research

An AI-assisted CRM workflow can look more complete while becoming less trustworthy. The dangerous value is not an empty field; it is a plausible answer with no traceable evidence.

  • Retain four data points per field: value, source, observedat, status.
  • Maintain evidence to trace decision-making process; avoid overwriting conflicting sources.

Every AI assistant reads a different web. I counted the citations in 141 answers

I put the same 47 buying questions to ChatGPT, Perplexity and Google AI Mode on the same day, and classified every citation across the resulting 141 answers.

  • Perplexity cited provider websites 667 times, significantly more than ChatGPT's 47 citations
  • ChatGPT's citations limit site influence on its responses, making on-page work less impactful

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