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Warning: AI Tells Lies

AI reminds me of when I was travelling the world and the frustration of asking for directions and being pointed in entirely the wrong direction by locals who had no idea where you wanted to go but didn’t want to appear stupid.


It seems that AI doesn’t want to appear stupid either — so if it doesn’t know the answer, it points you in the wrong direction.


I had a case of this when I decided to use a ChatGPT competitor called Claude to research flights to London for my wife and me next year. In just seconds, Claude obliged with two options that appeared to suit my requirements to a tee. 

Except that when I did some fact checking, it turned out the options were entirely fake. Sure, the airlines were legit, but there were no flights when Claude said there were and the stated fares were less than half of any fares available at the time.


What was truly bizarre is that when I took Claude to task over its inaccuracies, it admitted that it had lied and rather shamefacedly apologised. Here’s what it said:


Why does AI lie?


‘AI’s fabrication of false content stems from its programming to generate creative, novel content,’ says Govindh Jayaraman, author of How AI Can Be Used in Traditional Businesses to Grow Sales. ‘Language models like GPT-4 do not distinguish between real and fake; they create text based on patterns in the data, which may include fake articles and references.’


So why use AI at all if it can’t be trusted?


I should emphasise that the AI I was referring to above is a ‘chatbot’ AI. There are many other types of AI and they operate differently. Although I use the other types, I use chatbots like ChatGPT more often, mainly to assist me in the work that I do — strategy, marketing and systems development in the franchising and licensing sectors. I must stress the word ‘assist’ — I have learned that while AI is a great tool for producing idea-starters and content, I always need to add my own human input and fact-check everything thoroughly. AI cannot replace human judgement, experience and intuition. Not at this time, anyway.


I have also learned that to get the best answers from AI chatbots, you need to ask the right questions. More on this and some tips and tricks in my next email newsletter — subscribe here.



Robin La Pere No Ordinary Franchise Consultant

I have always been a proponent of innovation and continuous improvement in franchising and will be presenting a series of articles, tips and recommendations on the benefits and applications of AI in franchising.


Watch this space for the next in the series and don’t hesitate to subscribe to my free email newsletter if you haven’t already. I offer a free Initial Consultation for those wanting to discuss their specific needs and possible solutions.

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