AI hallucination
An AI hallucination is false or invented information that an artificial intelligence presents as fact, with the same confidence as accurate information. Applied to a brand, this can concern its activity, pricing, leadership, or location.
The issue isn't that the AI "lies": it generates the most probable sequence of words given what it knows, and fills in gaps when information is missing. A brand with little online presence, with scarce or outdated sources, is exactly the kind of ground where these inventions thrive.
A hallucination is almost never directly fixable — there's no form to correct a ChatGPT answer. It's fixed upstream, by providing AIs with recent and consistent sources about your brand. That's the central topic of our guide on information invented by AIs.