AI can write a pretty convincing answer. Unfortunately, convincing and correct aren’t the same thing.
Generative AI is known to make mistakes. It can misunderstand your prompt, provide outdated information, or rely on less-than-stellar sources. And sometimes it can simply make something up and present it with complete confidence. These mistakes are often called “hallucinations.” They’re occasionally funny.
They’re not so funny when you publish them on your business website.
AI Is an Assistant, Not an Authority on Accuracy
One of the most useful ways to think about AI is as a very capable assistant who works incredibly quickly – but whose work still needs to be reviewed.
Ask it for ten ideas for your next workshop? Great.
Request help reorganizing something you’ve already written? Fantastic.
Query whether your business complies with every law that applies to it? Now we’ve crossed into dangerous territory.
The more consequential the information is, the more important human verification becomes for AI-generated content accuracy.
Your Business Is Responsible for AI-Generated Content Accuracy
This is particularly important with marketing. AI wrote it. But YOU published it. You are responsible for what you put on your website, in your sales and marketing materials, in your blog posts and newsletters, in your client communications.
Imagine asking AI to write a compelling sales page for your wellness program.
The resulting copy might include:
- “Clinically proven results.”
- “Most clients see improvement within 30 days.”
- “Our proven method reduces stress by 75%.”
Those statements sound amazing. But are they true? More importantly, can you substantiate them?
Advertising rules don’t disappear just because an AI tool wrote the copy. Your business is still responsible for the claims it makes about its products and services. This also applies to statistics, comparisons, guarantees, testimonials, credentials, and other factual representations.
Be Especially Careful with Reviews and Testimonials
AI makes it remarkably easy to create something that sounds like a customer testimonial. Don’t.
If your client Jane said, “I really enjoyed working with you,” you shouldn’t ask AI to turn that into: “Working with this company completely transformed my business! I doubled my revenue in three months and couldn’t be happier!” Jane didn’t say that.
Similarly, creating completely fictional reviews or testimonials and presenting them as the experiences of real customers is not legitimate marketing simply because AI made it easy to do. In fact, it’s a violation of FTC regulations.
AI can help you organize or edit genuine customer feedback, but the finished version still needs to accurately reflect what the customer actually communicated.
Watch Out for Invented Facts
AI-generated blog posts and articles deserve the same scrutiny. AI may confidently provide a statistic, study, quote, law, court case, survey result, or source that doesn’t actually exist. I’ve seen enough invented legal citations to assure you that this happens.
Before publishing factual content generated by AI, verify the important facts from a reliable source. And the higher the stakes, the less you should rely on AI alone.
Legal. Tax. Financial. Medical. Employment. Safety.
Those aren’t great places for “ChatGPT said…” to be the end of your research.
When It Comes to AI-Generated Content Accuracy, Keep a Human in Charge
None of this means you need to painstakingly fact-check every sentence AI produces. Use some common sense based on what you’re asking it to do. Brainstorming twenty names for your newsletter is different from explaining a tax obligation. Cleaning up a paragraph you wrote is different from generating statistics to support a marketing claim. Creating an outline is different from advising you whether you’re legally required to do something.
A simple review before AI-generated material leaves your business can go a long way. Here are some questions to ask yourself:
- Is this true?
- Can I substantiate any factual claims?
- Does it accurately represent my business?
- Am I comfortable putting my business’s name on it?
Because ultimately, that’s exactly what you’re doing.
AI may have written it.
But when you hit Publish, Send, or Post, your business owns the decision to use it.
©2026 Cheri D. Andrews, Esq. This material is informational only and does not constitute legal advice. This material does not create an attorney-client relationship between Cheri D. Andrew, Esq and the reader. Recipient should consult with counsel before taking any actions based on the information contained within this material.
