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AI does not always say your brand name. It might name your founder, quote a framework you coined, or recommend a product without the company behind it. Custom entities let the platform catch those mentions and credit them to you. They also flag the reverse: a trademark of yours credited to a competitor. Entities live on each brand record in Settings > Brands. They are not a separate screen.

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The five lists

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Add or edit entities

1

Open the brand

Go to Settings > Brands and open the brand you want to edit.
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2

Type an entry and press Enter

Each list accepts one entry at a time. Use the form buyers and journalists actually use; the scan is for the text as written.
3

Remove what no longer applies

Click the cross on an entry to remove it. Former employees and retired products create false positives.
4

Save

Changes apply from the next run.
Enrich with AI on a brand card drafts all five lists from the brand’s website. Use it as a starting point, then prune. The drafts are proposals until you apply them.

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Where entities appear

  • In Visibility, the leaderboard and the Tracked entities filter group them as Companies, Products, People and Trademarks. This allows you to detect whether other brand elements beyond your name are showing up in tracked AI conversations.
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Tips

  • Add competitors’ entities too. Seeing a rival’s methodology recommended in your segment is as useful as seeing your own.
  • Keep terminology to phrases you genuinely own. Generic category terms will match everywhere and tell you nothing.
  • Entity limits, where they apply, are set per workspace by Demand-Genius.