Hallucination (AI)
A hallucination is a false assertion produced with confidence by a model: an invented fact, a non-existent source, a wrong attribute. For a brand, the risk is being described inaccurately inside responses that readers accept without checking.
In practice
The editorial counter-move: occupy the factual ground. A documented entity — clear pages, structured data, concordant sources — leaves less room for invention. Monitoring what assistants say about you is now part of reputation management; recurring errors are corrected by publishing the precise fact, visibly.