What is Hallucination in AI?

Hallucination in AI is when a model produces information that sounds plausible but is inaccurate, unsupported, outdated, or fabricated. In AI search, hallucinations can affect brand descriptions, product capabilities, pricing, citations, and competitor comparisons. The risk increases when reliable source material is missing, ambiguous, blocked from crawlers, or contradicted across the web. To reduce hallucinations about your brand, publish clear factual content, maintain updated documentation, use schema, correct third-party profiles, earn authoritative citations, and monitor AI answers for recurring errors. GEO is partly a trust and evidence discipline: the more verifiable your information is, the less room AI systems have to guess.