Last updated: 12th September 2026
Entity Confidence publishes research into how AI-powered search engines respond to questions about businesses. That research rests on observations captured at a particular moment, and observations can be wrong, can be misread, or can stop being true. This page sets out what we do about it.
Our commitment
We do not quietly edit or delete published material. If something we have published turns out to be wrong or out of date, we say so on the page itself, with the date, and we leave the record of what was originally published.
If you think something is wrong
Write to information@entityconfidence.ai with the page or article, the specific statement you are querying, and anything you would like us to take into account. You do not need to explain why you are asking.
You can ask us for the basis of any published finding, whether or not you are challenging it. We will tell you the question as issued, the engine, the date and time, the location settings, and what came back.
What happens next
We acknowledge every query within one working day and give a substantive response within five. If a query needs longer than that, we say so and tell you when to expect an answer.
On receiving a query we retrieve our original record, re-run the query as it was first issued, and compare the two. That comparison forms the basis of our response, and we will share it with you.
How we correct
Where a finding was wrong when published, we correct it, mark the correction clearly on the page with its date, and apologise.
Where a finding was accurate but is no longer true, we add a dated note recording the change. We do not treat this as a correction, because the original observation stood at the time, but we do make sure no reader is left with a stale impression.
Where a finding was accurate and remains so, we say so and explain how we reached that view. We will always show you the underlying record.
Where a statement was accurate but open to being misread, we reword it and note that we have done so.
If your business appears in our research
As a matter of policy, we do not name businesses in connection with performance findings. Businesses in our studies are described by characteristics rather than by name, and we name a business only with its written permission or where the reference is a neutral, already-public fact.
If you believe a description in our research identifies your business despite being unnamed, tell us. We will look at it and, if we agree, we will amend the description.
If you would like to know how your own business currently appears in AI-powered search engines, we will run an assessment for you at no charge. That offer stands whether or not you are querying something we have published.
Right of reply
Where we publish anything that a business considers unfair to it, that business may submit a response of up to [INSERT: word limit] words. We will publish it alongside the original material, unedited except for anything defamatory of a third party or otherwise unlawful.
Contact
information@entityconfidence.ai
Entity Confidence Ltd,
Entity Confidence Ltd
information@entityconfidence.ai entityconfidence.ai
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