Two risks sit in this work. The content you publish with AI help, and the claims models make about you that you did not write.
Review before it ships
Anything generated and published under your name is your liability. In regulated categories that means a review step that cannot be skipped: a named reviewer, a record of the review, and a bar for claims that require evidence. The failure mode is not a model inventing something wild. It is a plausible, specific, wrong number that nobody checked.
When the model is wrong about you
Assistants state things about brands that are out of date or false. Treat it as a correction workflow, not an emergency: find the source the model is reading, fix or contest it there, and watch whether the answer moves. The fix is almost never on your own site.
Table stakes
- A review step with a named human before publishing.
- A rule that every statistic carries a source and a date.
- A log of what was AI-assisted, where disclosure is required.
- A monitored set of prompts about your brand, so you see false claims.
- A documented route for correcting a third-party source.
None of this slows you down much. Discovering it after a complaint does.