How often do ChatGPT and Perplexity actually change their answers about local businesses?
More often than most people expect. Perplexity in particular re-indexes fresh web content within about a day, so a new review, a new blog mention, or a competitor's fresh content can shift its answers within a week. ChatGPT updates more slowly when browsing is involved, but its answers still aren't static — they shift as the underlying web content it's drawing from changes.
The deeper picture
This is the main reason a single audit has a shelf life. An accurate snapshot today doesn't guarantee the same answer in two months — visibility can erode quietly, without any single dramatic change, just from a slow drift in what's freshest and most consistent online.
Where this leads
This is exactly why we built a monthly product and not just a one-time report — the Visibility Monitor exists because the audit alone has an expiration date.