When AI assistants like ChatGPT and Google’s AI Overviews hallucinate, automated media buying tools, offered by ad tech startups, agencies, and incumbents like Meta and Google, can make the damage worse.
These systems detect the resulting surge in brand-related searches, interpret it as a demand signal and start bidding harder, often without a human signing off, according to Andrew Frank, vp, distinguished analyst, Gartner.
When a false narrative or misinformation about a brand starts circulating on AI answer engines, people naturally start searching for it more–typing things like ‘is [brand] a scam’ into Google or ChatGPT.
