As consumers increasingly turn to conversational AI engines like ChatGPT, Gemini and Perplexity instead of traditional search, a dangerous new corporate vulnerability has emerged. When an AI confidently invents a product defect, misquotes a legal policy or generates damaging misinformation about a brand, the crisis it triggers is one that traditional PR is entirely unequipped to handle. This Adgully feature explores the growing accountability gap around AI hallucinations and asks the question that every business leader should be grappling with: when an AI engine lies about your company, who pays the price? Featuring perspectives from Ajay Varma, Managing Partner at 0101.Today, alongside industry voices from AdLift, RHA Technologies and The Judge Group, the piece examines how India’s evolving legal framework is beginning to catch up with this new reality and what brands must do now to protect themselves.
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