How should a brand handle inaccurate AI answers without creating new exposure?

Separate an independently generated answer from a claim the brand chooses to publish. FTC guidance distinguishes hosted reviews from reviews featured in advertising, where they become testimonials. Reusing an assistant’s flattering answer therefore deserves its own advertising review rather than being treated as neutral evidence. (ftc.gov)

Our recommended AI Brand Accuracy Register should contain:

• The exact claim and dated answer evidence.
• The engine, surface, prompt and collection conditions.
• The approved product fact and its effective date.
• Whether the claim is contradicted, outdated or not verifiable.
• Whether the brand or its agency published, supplied or repurposed it.
• The correction owner, proposed route and recheck date.

For health-related content, the FTC’s health-products guidance requires an additional claims assessment; do not treat a citation from an assistant as scientific substantiation. Other regulated sectors require their own specialist review. (ftc.gov)