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If it looks like an AI hallucination problem, and sounds like an AI hallucination problem, it’s probably a data hygiene problem.
I’ve sat through dozens of demos this year where marketing leaders show me their shiny new AI agent, ask it a basic question, and watch it confidently spit out information that’s either outdated, conflicting, or flat-out wrong.
The immediate reaction is to blame the AI: “Oh, sorry the AI hallucinated. Let’s try something different.”
But was it really the AI hallucinating?
Don’t shoot the messenger, as the…
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