Add a dedicated verification step to AI content workflows to confirm quotes, references, and claims (e.g., against transcripts and source materials) before publishing.
Only a human can reliably verify source truth, catch fabricated quotes that sound plausible, and protect brand trust and reputation.
A reviewer checks every AI-generated customer/SME quote by searching the source transcript and correcting or removing any lines not actually said.
Otter.ai / DescriptAI-assisted research is used to validate stats, timelines, and product claims by requiring clickable sources and cross-checking against primary references before approval.
PerplexityBefore publishing, the team scans AI-assisted drafts for plagiarism/duplication risk and runs a final content-quality gate to catch issues that could damage trust.
Originality.ai / GrammarlyHave AI aggressively challenge your draft’s assumptions, identify logical gaps, and flag statements that need evidence or qualification before publishing.
ClaudeRe-verify product claims, pricing, and industry facts against the live web to catch outdated details and overconfident phrasing.
Gemini✅ How I use AI for marketing:
1. Build dedicated AI projects per marketing function
2. Train each project on your actual data and brand voice
3. Use AI for research and analysis before creation
4. Generate content at scale with programmatic templates
5. Come up with creative, scalable digital PR ideas
6. Fact-check my own bullshit when I'm not at 100% capacity
...
The more I use AI, the more I’m convinced fact-checking needs to be baked into content workflows as a non-negotiable task.
Last month, a client asked me to rewrite a case study because the one a customGPT wrote contained made-up quotes.
They didn’t have the time to recheck it, and the customer came back and asked, “hey, where did we say THAT?”
The worst part is the quote blended in seamlessly with the transcript. It sounded like something the client would’ve said, but didn’t in reality.
Imagine how much trust you could lose if you *publish* something made up. Especially if that’s a client/SME quote.
So if you are using AI workflows, ensure you have a fact checker to verify everything before publishing. Don’t exchange your brand’s reputation for speed.