Glossary · Fundamentals
AI Hallucination
When an AI model generates information that sounds plausible but is factually incorrect or unsupported by its sources.
Why it happens
A language model generates the most statistically likely next words, not necessarily verified facts. When it lacks solid grounding on a topic — including about a specific brand — it can fill gaps with confident-sounding but inaccurate detail.
What it means for brand visibility
Sparse or inconsistent information about a brand across the web increases the chance a model fills the gap incorrectly. Clear, consistent, factual content in multiple independent sources reduces the room for a model to guess wrong.
See more terms in the full glossary, or read the AI Visibility 101 guide for the full picture.