Hallucination occurs when a language model fabricates information, statistics, papers or quotations that do not exist. Confident phrasing makes these errors particularly difficult for users to recognize. The limitation arises because an LLM predicts statistically plausible tokens rather than functioning as an inherent fact-verification system. Grounding outputs in real documents through RAG and requiring human fact-checking in accuracy-sensitive areas such as law and medicine are important mitigation measures.
A strategy for optimizing content so that brands and their content can be cited in the single answers generated by AI search systems or voice assistants.
Some websites are seeing sharp increases in site: operator queries in Search Console performance reports. Explore possible causes, measurement effects and diagnostic responses.
