• The FTC warned companies to avoid overselling their AI products in a blog post on Monday.
• It called AI a "hot marketing" term that some companies won't be able to stop themselves from "abusing."
• Since ChatGPT made headlines in November, several companies have announced their own AI efforts.

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So many companies are claiming to use artificial intelligence that the Federal Trade Commission has stepped in — warning that it's watching for false promises.

Michael Atleson, an attorney for the FTC's division on advertising practices, wrote in a blog post on Monday that AI has become a "hot marketing" term that some companies "won't be able to stop themselves from overusing and abusing."

"Marketers should know that — for FTC enforcement purposes — false or unsubstantiated claims about a product's efficacy are our bread and butter," the regulator said. "You don't need a machine to predict what the FTC might do when those claims are unsupported."

Since debuting last year, ChatGPT has captured public attention for its ability to do anything from write essays to code. The craze has caused an AI arms...

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