How Wikipedia Shapes AI Search Results (and What You Can—and Can’t—Do About It)
If you’ve ever looked up your company in AI tools like ChatGPT and noticed that AI is pulling up outdated or inaccurate info, you’re not alone. One of the most common questions we hear from communications professionals and brand teams is:
“How can I change what shows up in AI-generated search results?”
It’s a fair question — and a complicated one. But the short answer is this:
If you want to influence AI search results, you’ll need to influence Wikipedia.
Why Wikipedia Matters More Than You Think
Generative AI tools like ChatGPT, Google Gemini, Microsoft Copilot, and DuckDuckGo’s DuckAssist rely on Wikipedia more than most people realize.
Recent research shows that Wikipedia is one of the top sources used to train the large language models (LLMs) that power these tools. In fact, in a study of over 15 million web pages used in AI training, Wikipedia was the #2 most-used site — right behind U.S. patent data.
And it’s not just in training. Wikipedia is also referenced in real time by many tools, often forming the backbone of the summaries, answers, and blurbs AI generates about people, companies, and products.
So How Does Information from Wikipedia End Up in AI Answers?
Here’s a simplified version of what happens:
AI models are trained using huge datasets, many of which include a snapshot of Wikipedia articles.
When you ask a question (like “What does [Brand Name] do?”), the model draws from what it’s learned — including from Wikipedia.
Some tools (like ChatGPT with a Wikipedia plugin, or Gemini with Google Search integration) may also pull live data from the current Wikipedia article.
The AI generates an answer, often summarizing or paraphrasing what it finds.
That’s why your Wikipedia article isn’t just a public-facing profile — it’s now an AI-facing profile, too.
Can You Just Edit Your Wikipedia Page to Change AI Results?
Not exactly.
Wikipedia has a reputation for being “the encyclopedia anyone can edit” — but when it comes to brand content, there are strict rules you need to follow.
Conflict-of-Interest (COI) Rules
If you work for or represent the company (or person) in an article, Wikipedia considers you to have a conflict of interest. That doesn’t mean you’re banned from participating — but it does mean:
You cannot make direct edits to the article.
You must disclose your affiliation if you want to suggest changes.
All proposed edits must be neutral and backed by independent, high-quality sources (e.g., major news outlets — not press releases or blog posts).
What Makes a Good Wikipedia Source?
To change or add information on Wikipedia — and by extension, influence what AI pulls in — you’ll need to rely on independent, third-party media coverage. That means:
Articles in reputable, mainstream publications
In-depth features or investigative pieces
Sources that are not authored or paid for by your brand
Avoid using:
❌ Press releases
❌ Contributor blog posts
❌ Company websites or LinkedIn bios
If you don’t have strong sources, Wikipedia editors are likely to remove the content — and AI tools will keep pulling whatever’s left.
So... How Can You Influence AI Search Results?
Let’s be clear: You can’t directly "edit" what ChatGPT or Gemini says about your brand the same way you can edit a Google Business Profile. But you can take these steps to influence what’s out there:
Audit your media coverage.
Do you have independent articles that could support updates?
Are there gaps that could be filled with future PR or earned media?
Evaluate your Wikipedia article.
Is it accurate?
Is it well-sourced?
Has it been flagged for bias or poor sourcing?
Suggest edits the right way.
Create a Wikipedia account.
Disclose your connection.
Use the “Talk” page to propose changes based on sources.
Monitor your brand's AI presence.
Ask AI tools direct questions about your company.
Take note of how Wikipedia is being cited.
Compare across tools (e.g., ChatGPT vs. Gemini vs. Copilot)
Bottom Line
If you're asking "How can I change what AI says about us?" — the answer often starts with Wikipedia.
You can’t buy your way into AI search results. But you can shape the foundational sources these tools rely on, including your Wikipedia presence and the independent media that supports it.
Just make sure you’re doing it the right way. Wikipedia is a community-driven platform with strict guidelines, and getting it wrong can lead to flags, reversions, or worse: lasting reputational damage.
Want Help Figuring Out What AI Is Saying About Your Brand?
At Lumino, we specialize in helping communications professionals assess and improve their Wikipedia presence — ethically, transparently, and in line with the site’s rules.
We’ll help you understand where AI tools are getting their information, whether your brand is being misrepresented, and what you can do to shape the story.
