Hallucination (brand misinformation)
A hallucination is a confident but false statement in an AI answer, such as a wrong price, a feature a product does not have, or a defunct company described as active.
For brands, hallucinations are a visibility problem with a twist: the brand is mentioned, but wrongly. They usually stem from stale or conflicting sources, so the fix is to find the cited pages and correct or outrank them, and to publish a clear, dated fact page the engines can retrieve.
Tracking the full answer text, not just whether the brand was mentioned, is what makes hallucinations visible.
Related terms
Measure hallucination (brand misinformation) for your brand
LeapScope tracks the prompts your buyers ask on the AI engines every day and reports mentions, citations and share of voice against your competitors.