Full-Service Law Firm solving complex challenges through bold thinking, precise execution, and shared purpose.

Full Service Law Firm | Michael Best & Friedrich LLP

Specializing in the Intersection of Business &amp; Government

Meet our team of trusted advisors, strategic thinkers, and community builders dedicated to client success.

Learn about our full-service legal and business solutions, designed to address complex challenges for leading organizations across industries.

Access thought leadership, news, and resources to stay informed about the latest trends, legal developments, and industry innovations.

Discover how partnership, bold thinking, and precise execution drive results for clients nationwide.

Explore how our national reach and local expertise support clients across the United States and beyond.

Grow at a firm designed to bring out your best.

<div class="passle-featured-image passle-featured-image-position-top"><img src="https://images.passle.net/fit-in/400x400/filters:crop(0,11,611,343)/Passle/5f6edd8e8cb62a0bec3e5fd2/SearchServiceImages/2023-03-08-21-37-02-953-6408fffef636e91630b5d538.jpg" alt="Featured Image" /></div>The Federal Trade Commission (FTC) issued a <a href="https://www.ftc.gov/business-guidance/blog/2023/02/keep-your-ai-claims-check" rel="noopener noreferrer" target="_blank">post</a> all about marketing artificial intelligence (AI) products. The FTC acknowledges that AI products are all the rage these days, but that marketers need to be especially careful in how they advertise such offerings.The goal with any advertising is to always to honor the FTC's truth-in-advertising principles. For instance, you shouldn't over-sell or exaggerate the AI product's capabilities. Such claims may be deceptive if you don't have the credible and reliable scientific evidence to back it up. Similarly, if you are claiming the AI product is better than the non-AI alternative, you will need credible proof to back up such an assertion. You will also want to make sure you understand any foreseeable risks that may occur with a customer using the AI product and make those clear to the potential customer. Also double check that the product actually uses AI. You can't claim a product is powered by AI, when it is not. Of course, using AI during the development process of a product is not the same as the end product having AI.As businesses expand into AI offerings, the focus should be on truthful claims that have the appropriate scientific evidentiary support - not just a buzzy marketing word. <input type='hidden' id='passle-remote-hosting-tracking-shortcode' value='102i9xt'/><blockquote class="wp-block-quote passle-quote has-cite-link">we’re not yet living in the realm of science fiction, where computers can generally make trustworthy predictions of human behavior. Your performance claims would be deceptive if they lack scientific support or if they apply only to certain types of users or under certain conditions.<cite><a href="https://www.thefashionlaw.com/the-ftc-warns-marketers-to-keep-their-ai-centric-advertising-in-check/" aria-label="www.thefashionlaw.com/..." title="https://www.thefashionlaw.com/the-ftc-warns-marketers-to-keep-their-ai-centric-advertising-in-check/" target="_blank">www.thefashionlaw.com/...</a></cite></blockquote>

The FTC Weighs in on AI-focused Advertising

Related People

Related Capabilities

You may also be interested in these

Michael Best Welcomes Dana Bell as Senior Counsel in Intellectual Property Practice

Seventh Circuit Grapples with BIPA Amendment.

Federal Court Blocks Oregon EPR Law — Implications Beyond Oregon