Hallucination (brand context)
Definition
A hallucination is a confident AI statement with no basis in any source: an invented feature, a fabricated statistic, a product that does not exist. In a brand context, hallucinations matter because they are indistinguishable, to the buyer, from researched fact.
Hallucinations about brands are usually plausible rather than absurd, which is what makes them dangerous: a believable but wrong integration list quietly disqualifies you from deals you would have won.
They are also reducible. Engines hallucinate most where authoritative material is thin; giving the engine something solid to read crowds out invention. This is why fact monitoring and source work are the same project.
Related terms
