Bring down the hammer.

That’s what the Federal Trade Commission (FTC) says that it is going to do regarding the ongoing and worsening use of outsized unfounded claims about Artificial Intelligence (AI).

In an official blog posting on February 27, 2023, entitled “Keep Your AI Claims In Check” by attorney Michael Atleson of the FTC Division of Advertising Practices, some altogether hammering words noted that AI is not only a form of computational high-tech but it has become a marketing jackpot that has at times gone beyond the realm of reasonableness:

• “And what exactly is ‘artificial intelligence’ anyway? It’s an ambiguous term with many possible definitions. It often refers to a variety of technological tools and techniques that use computation to perform tasks such as predictions, decisions, or recommendations. But one thing is for sure: it’s a marketing term. Right now, it’s a hot one. And at the FTC, one thing we know about hot marketing terms is that some advertisers won’t be able to stop themselves from overusing and abusing them” (FTC website posting).

AI proffers big-time possibilities for marketers that want to really go berserk and hype the heck out of whatever underlying AI-augmented or AI-driven product or service is being sold to consumers.

You see, the temptation to push the envelope of hyperbole has got to be enormous, especially when a marketer sees other firms doing the same thing. Competitive juices demand that you do a classic over-the-top when your...

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