AI claims and brand facts
A claim is something an AI answer says about your brand, like a price or a delivery area. Brand facts are what's true, used to check each claim.
A claim is anything an AI answer states about your brand: what you sell, what it costs, where you deliver, who you're for. Brand facts are the things you know to be true. Checking one against the other tells you whether the platforms are describing you correctly.
Most claims are right. Some are out of date. A few are simply wrong, and a wrong claim can cost you a customer who never finds out it was wrong.
Where wrong claims come from
A platform builds its answer from pages it reads and from what it learned in training. If an old directory listing says you only deliver in London, or a two-year-old review quotes your old prices, the platform can repeat that as if it were current.
So a wrong claim usually has a source you can find and fix: your own outdated page, a listing you can update, or a site you can ask for a correction. Sometimes there's no page behind it, and the platform has made it up. That's called a hallucination, and the fix is different: you report it to the platform and make the true fact easy to find.
Good facts
A good fact is short and checkable. "We deliver across the UK" works. "Plans start at £9 a month" works. "We make the best coffee in town" doesn't, because no answer can prove it right or wrong.
For example, a roaster with five facts, covering delivery area, starting price, decaf, cancellation and packaging, can catch the claims most likely to cost it a sale.
Claims and facts in AnswerOrbit
Go to Claims and add your facts on the Facts tab, or click Draft from your site to get suggestions. Up to ten facts are checked at a time. Every day we check every claim an answer makes about you, and mark it supported, contradicted, or not covered. We only mark a claim contradicted when we can quote the sentence that says it.
For each wrong claim you'll see the pages behind it, and you can copy the evidence, open the recommendation to fix it, or report it to the platform. See Claims and facts.