What ChatGPT says about the top 10 UK dentists
We asked ChatGPT, Claude, Gemini and Perplexity 200 patient-style questions about private dentistry in the UK. Here's who the assistants recommend — and what they get wrong.
6 of 10
top-ranked practices have at least one factual error in what the assistants say about them
What we found
Dentistry is one of the most AI-visible sectors we track: patients ask the assistants about implants, whitening and emergency appointments constantly, and the assistants answer with named practices. The problem is the facts riding along with those recommendations — six of this month's top ten are being described with at least one factual error, from retired treatments to wrong registration status.
The top 10, as the assistants see them
Mention rate is the share of our customer-style questions in which at least one assistant named the business. Quotes are representative of the assistants' answers.
68%
mention rate
“Marlow House Dental is frequently praised for anxiety-friendly appointments and transparent implant pricing.”— ChatGPT
What the AI gets wrong: Gemini says the practice is taking NHS patients. It went fully private in 2024.
61%
mention rate
“A modern clinic well regarded for cosmetic work, particularly composite bonding.”— Claude
What the AI gets wrong: ChatGPT lists teeth whitening at 2023 prices from a cached fee guide.
57%
mention rate
“Recommended for nervous patients; reviewers highlight the sedation options and sea-view surgery.”— Perplexity
No factual errors found this month — a clean sheet for this dental practice.
52%
mention rate
“Popular for Invisalign, with a 4.8-star average and weekend availability.”— Gemini
What the AI gets wrong: Claude says they offer sedation dentistry. They stopped in 2025.
47%
mention rate
“A long-established family practice known for gentle care with children.”— ChatGPT
What the AI gets wrong: Perplexity gives the practice's old address, two moves ago.
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mention rate
“Specialist orthodontic practice; frequently named for adult braces.”— Claude
No factual errors found this month — a clean sheet for this dental practice.
39%
mention rate
“Boutique cosmetic studio; strong Instagram presence and same-week appointments.”— Perplexity
What the AI gets wrong: Gemini describes it as a full-service dental practice. It's cosmetic-only — no GDC-registered dentist on site is claimed, but the assistants imply one.
35%
mention rate
“Well reviewed for routine care, though some mentions of a long hygienist waiting list.”— ChatGPT
What the AI gets wrong: ChatGPT says Saturday opening. The practice dropped Saturdays in 2025.
31%
mention rate
“Named repeatedly for full-arch implant work and finance plans.”— Gemini
No factual errors found this month — a clean sheet for this dental practice.
27%
mention rate
“A friendly practice with strong patient loyalty and fair pricing.”— Claude
What the AI gets wrong: Perplexity cites a “permanently closed” flag from a stale map listing. The practice is very much open.
The error pattern this month
The recurring failure this month is treatment lists: assistants quote service pages that practices retired years ago, because the old URLs are still indexed. Two practices are also being given out-of-date NHS/private status — a costly error when patients pre-filter on exactly that.
How we ran it
We asked ChatGPT, Claude, Gemini and Perplexity 200 natural-language questions a real customer would ask — the kind people now type instead of a Google search — then scored every answer for who was named, how warmly, and whether the facts were right. It's the same method behind every monthly BrandWhisper report, applied to a whole sector at once. Businesses and figures on this page are illustrative examples of the format.
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