Ahrefs’ Constance Tan explains how to turn AI mentions into practical content, outreach, and technical fixes, without treating every citation as a business win.

An AI answer mentions your brand. That looks like progress, but it does not tell you what to do next. A competitor may appear more often, the answer may describe an old version of your product, or important pages may never reach the bots collecting information.

In this webinar, Constance Tan, Product Marketer at Ahrefs, explained how to separate those problems and choose the right response. Her starting point: look for recurring patterns across the customer journey, not a reassuring mention in one prompt.

Generating hundreds of prompts does not guarantee useful coverage. Tan organized monitoring around three kinds of questions:

Search queries, support conversations, sales questions, and relevant community discussions can supply the language for those prompts. Tan cautioned that the most useful forums differ by market; Reddit and Quora are not the answer everywhere.

“The idea is that you want a representative view from every angle of the customer journey.”

Monitor that set over time. Repeated sources, positioning claims, and factual errors give you something concrete to investigate.

If competitors appear more often, share of voice identifies the gap. Reading the answers helps explain it. Does AI repeatedly favor another brand for small businesses or ecommerce? Which pages supply those distinctions, and does your content explain the same use cases?

Tan recommended examining both the sources and their formats. Reviews, discussions, and videos can matter alongside articles.

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