News Summary

• A customer asks an AI assistant about your company and gets back an answer you never wrote.
• When the answer is wrong, the first instinct is to argue with the chatbot, and the second is to look for someone at the AI company to complain to.
• Neither works, and knowing what does has become part of my job.
• At ESBO Ltd, the digital PR and link-building agency I run, we have checked what assistants say about client brands every month since early 2025.
• The errors are rarely creative.
• They fall into five types, each pointing to its own repair.