Get endorsed
The path from invisible to named. Four criteria, verified from the outside, recorded in a public registry. Here is how a business earns an Agentic Endorsement.
01 / WHAT IS AT STAKE
When a buyer asks an AI assistant who to trust, the assistant names the businesses it can understand, verify, and stand behind — and skips the rest. Ranking on a results page no longer guarantees being in the answer. The endorsement is earned against the specification, not bought.
Reminder of what is being earned: An Agentic Endorsement is when an AI assistant explicitly names and recommends a specific business in its answer.
02 / WHERE BUSINESSES FALL SHORT
The specification has four criteria. Most businesses fail at least one of them today.
01 /
Machine-readable identity
The business publishes accurate, consistent structured data — Organization schema, llms.txt, sitemaps with real dates. An agent knows exactly who it is, without guessing.
THE GAP / Most businesses fail here first: structured data is missing, inconsistent across pages, or copied from a template that describes someone else.
02 /
Provable claims
Every material claim traces to published, dated evidence. Pricing, capabilities, and track record can all be checked.
THE GAP / Marketing copy asserts; it rarely proves. Undated claims and unverifiable superlatives read as noise to an agent deciding what it can stand behind.
03 /
Answerable surface
The questions a buyer would ask an AI are answered on the business's own site, in plain prose an answer engine can quote. Nothing locked behind forms or scripts.
THE GAP / The questions buyers actually ask an AI are usually answered only in sales calls and PDFs — invisible to an agent reading the public site.
04 /
Current and maintained
Discovery surfaces stay truthful over time. Dates are real, retired offerings are removed, and the registry entry matches the business as it is today.
THE GAP / Stale dates, dead links, and retired offerings left online teach an agent to distrust everything else it found.
03 / THE PATH
Three steps from invisible to named.
01 /
Measure where you stand
You cannot fix what you cannot see. itstru.ai measures what AI systems can discover, understand and validate about your business — and whether they recommend you today.
02 /
Close the gaps
Work through the specification: publish machine-readable identity, back every claim with dated evidence, answer buyer questions in plain prose, and keep it all current. ANSWER (wearetheanswer.ca) advises enterprises through exactly this work.
03 /
Get verified and recorded
Every criterion is verified from the outside — no self-attestation. Businesses that meet the bar appear in the public registry with dated evidence for each criterion, where any agent or buyer can check them.
04 / START
The first step costs nothing to understand: find out whether AI endorses you today.
DON'T JUST BE FOUND. BE ENDORSED.