Most brands focus GEO efforts on their website. The bigger risk is inside the building. In this episode of Phasewheel in Brief, Kiley Hylton and Caitlin Morin break down the organizational side of Generative Engine Optimization, why inconsistent messaging across sales, marketing, product, and customer support teams creates signal noise for LLMs, and what to actually do about it. FAQs answered in this episode: Why is my brand being described inaccurately by AI? LLMs like ChatGPT, Claude, and Perplexity pull from every available source — your website, social posts, help articles, case studies, and even old pages you forgot to remove. When those sources say different things, AI averages them into one description. Inconsistent internal messaging is often the root cause. What is a tiger team and how does it help with GEO? A tiger team is a small, cross-functional group built to solve a specific problem without a full reorg. For GEO alignment, the recommended structure is seven people: a program lead with decision-making authority, an SEO and AI search strategy lead, a content lead, a web engineering lead, and an analytics lead as core members — with product marketing, legal, and a sales or customer success rep rotating in as needed. The team runs on a fixed six-month charter with a weekly sprint cadence (Monday planning, midweek async unblocking, Friday demo and decisions) and defined decision rights so changes get published without committee delays. Read the full blueprint → phasewheel.com/bloglink/building-an-ai-search-tiger-team-in-a-mid-market-organization How do I audit how AI describes my brand? Open 5–6 LLMs (ChatGPT, Claude, Perplexity, Gemini, etc.) in incognito mode and search for your company. Compare how each one describes you. Note any inaccuracies, missing services, or competitor mentions. The whole process takes under 30 minutes and requires no tools or budget. Does GEO work differently for e-commerce vs. service-based companies? The audit process is the same, but e-commerce brands need to go deeper, down to the product level. If your product feed descriptions are thin, LLMs will hallucinate specs or omit products entirely. Service companies tend to have brand-level messaging gaps. What should I do if AI is describing my company inaccurately? Start by gathering all your external-facing materials — website copy, social posts, sales collateral, support articles — and feed them into an LLM. Ask it to identify inconsistencies and gaps. That gives you a starting point before making any content changes. 🔗 Tiger team charter, RACI + 6-month plan → phasewheel.com/bloglink/building-an-ai-search-tiger-team-in-a-mid-market-organization 🔗 Learn more about GEO → phasewheel.com