Frequently — often week to week. Assistants like ChatGPT, Google's AI Overview, Perplexity, and Gemini re-crawl the web and re-generate their answers on their own schedule, so the clinics named for a question like "how much does Botox cost in <city>" can shift as pages are updated, competitors add content, and the engines change. Being named once is not permanent, which is why AI visibility is ongoing work rather than a one-time fix.
The answers are generated fresh, not stored. Each time someone asks, the assistant assembles a response from what it can currently find and trust — and it re-crawls and re-synthesizes on its own cadence. Studies of AI citations show a strong recency bias (a large share of cited content is only a few weeks old, and some engines re-cite within days of a meaningful update), so freshness genuinely moves who gets named.
For a clinic, that means a citation can be won and then lost. A competitor who publishes a more current, better-corroborated answer can displace you; conversely, a clinic that keeps its information current and consistent can take a spot that was someone else's. The leaderboard for any given city's question is not fixed.
Practically, staying named is about keeping your information current and corroborated over time, and watching how the answers move for your key questions — not setting something up once and walking away. That's also why a one-time "AEO build" tends to fade, and why honest providers sell ongoing monitoring and re-optimization, not a permanent guarantee (no one controls what AI says).
If you want to see where you stand today, run the search yourself or use a free scan — and remember the result is a snapshot that will keep moving. The work is staying in the answer as it changes.
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