AI models hallucinate details about your brand when they don't have clear, structured information to rely on. If specific data isn't available, the model may make assumptions based on related sources, previous queries, or general knowledge about the industry. This can lead to AI-generated responses that are incomplete, misleading, or inconsistent.
How do I fix it?
Gumshoe helps you close the specific gaps that cause this. Your Content Audit flags topics as a Retrieval issue when the right brand content is missing, weakly matched, or not surfaced by the model, which is exactly the situation that leads to hallucinated answers. Each Retrieval issue topic comes with a specific recommendation for what to create or improve.
Your Technical Audit checks whether your existing content is structured clearly enough for AI models to read and trust it, which is the other half of the problem: even accurate content can get misread or ignored if a model can't parse it well.
Pro tip: start with your Content Audit's Retrieval issue topics. Closing those gaps with clear, specific content is the fastest way to replace a model's assumptions with facts.