The FTC is warning tech companies not to make unsubstantiated claims about artificial intelligence as AI hype continues to rise.
A lawyer with the division of advertising practices named Michael Atleson published a blog entry on the commission’s website under the heading, “FTC already warned businesses to avoid using automated tools that have biased or discriminatory impacts. But the reality is that some products with AI claims might not even function as promised. For FTC enforcement purposes, false or unsupported claims about a product’s efficacy are our bread and butter, so marketers should be aware of this.”
Atleson warns businesses directly that the FTC will look at more than just marketing materials when conducting its investigations.