AI is becoming a standard part of how we work, let’s face it we all use it for something. From content creation to research and reporting, it’s helping teams move faster than ever. But speed comes with a trade-off.
If you’re not careful, it can also lead you in the wrong direction.
AI doesn’t give you truth, it gives you probability
Large language models (LLM’s) aren’t designed to ‘know’ things in the way we assume.
They’re designed to predict the most likely response based on the input you give them, whilst also using information gained from other past use cases.
In simple terms, they don’t tell you what’s right. They tell you what sounds right.
And more often than not, that means giving you an answer they think you want to hear, not necessarily what you need to hear.
The risks: bias and hallucinations
There are two main issues to be aware of when using AI for information:
Bias
AI models are trained on existing data. If that data leans in a certain direction, the output will too. That can shape how information is presented, what’s prioritised, and what’s left out. The more users ask about something, the more relevance the LLM give it.
Hallucinations
This is where AI becomes confidently wrong. It might generate statistics, references or facts that simply don’t exist. The challenge is that it rarely sounds uncertain. It sounds convincing, which makes it easy to trust.
In September 2025, a case was thrown out of court in Australia as the lawyer had cited three historical cases gained from ChatGPT that were totally fictitious. This led to the case breaking down, the lawyer being fined and struck off.
Why cross-validation matters
This is why relying on a single AI tool is risky, especially when you’re using it for research, insights, decision-making or data.
Cross-validation should always be part of your AI process, this means taking the output from one tool and sense-checking it in another one to three tools. I.e using ChatGPT for research, put the answer into Gemini / Claude / Co-Pilot etc to cross validate and ensure the correct information.
Cross validation is ease enough to do;
- Ask the same question across different platforms
- Compare how the answers differ
- Look for consistency (or lack of it)
- Validate key points with trusted sources (always ask for the data source)
Use different tools for different strengths
Not all AI tools work in the same way, and that’s exactly why using more than one is valuable, think of AI as a starting point, not the final answer.
For example:
- Perplexity AI is particularly strong for market information, research and pulling in source-backed insights
- Claude is useful for structured thinking, refining ideas and producing more considered, long-form responses
- Microsoft Copilot works well within day-to-day business workflows, especially when handling documents, data and internal content
- Google Gemini is helpful for broader research, quick comparisons and working within the Google ecosystem
Used together, they give you a more rounded, reliable view than any single tool on its own.
Don’t outsource your judgement
AI can support your thinking, but it shouldn’t replace it.
The risk isn’t that AI gets things wrong. it’s that people stop questioning the output. The real value comes when you combine speed with scrutiny. Using AI to move faster, but still applying your own judgement to what comes out.
So, what should you do?
If you’re using AI in your marketing or business:
- Don’t rely on one tool
- Cross-check important information
- Be aware of bias and gaps
- Question anything that feels too neat or too confident
Because while AI is powerful, it’s not infallible.
Let’s talk
At The Marketing Associates, we help businesses use AI in a way that’s not just efficient, but reliable and strategically sound.
If you want to make sure you’re getting the right answers, not just quick ones, it starts with how you use the tools.
Visit www.themarketingassociates.co.uk.
Get in touch with us.
tabitha@themarketingassociates.co.uk or call 01233 720379
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At The Marketing Associates, we specialise in strategic freelance marketing support for professional service practices, providing excellent quality advice on your marketing strategy to develop and grow your business on a retained basis.