Verify evidence substantiates the company's specific claim: What control addresses the remaining
The company must verify that evidence supports its specific consumer-facing claims.
The question
A US media company uses a supplier's AI to generate promotional content shown to consumers. The supplier claims the system is accurate and bias-free. The company has documented contracting, content review, and disclosure procedures, but has not determined whether evidence supports those claims for its own content and uses. What control addresses the remaining consumer-protection risk?
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- Verify evidence substantiates the company's specific claim. ✓The company should determine whether available evidence supports the accuracy and bias claims as applied to its own promotional-content use; the evidence need not be generated solely by the company.
- Treat contract warranties as sufficient support for consumer-facing accuracy and bias representations.Contract warranties may allocate supplier obligations but do not automatically provide adequate evidence for public claims.
- Repeat the supplier's claim.Repeating the supplier's statement does not establish support for the company's own consumer-facing representation.
- Use a disclaimer with the claim.A disclaimer does not by itself substantiate claims about accuracy or bias.
The trap
Ask whether the claim is supported for the actual use, not whether evidence was produced internally. How to remember it
The company must verify that evidence supports its specific consumer-facing claims.
How many of these would you get right?
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