Last week, the U.S. Federal Trade Commission, which protects consumers from deceptive business practices, issued an advisory titled “Keep your AI claims in check.”
When it comes to marketing, “false or unsubstantiated claims about a product’s efficacy are our bread and butter,” wrote Michael Atleson, an attorney with the FTC’s Division of Advertising Practices.
Artificial intelligence is a on everyone’s lips at the moment, “and at the FTC, one thing we know about hot marketing terms is that some advertisers won’t be able to stop themselves from overusing and abusing them.”
Given the renewed interest, “for companies where AI was previously No. 4 on the list of proof points, machine learning capabilities should merge into the main hook of the announcement,” advises PR strategist Camilla Tenn.
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