All AI rules
Claims
Can we say our product is AI-powered?
Only if it is, and only as far as you can back up. The FTC expects evidence behind performance claims and has brought a run of cases against companies that overstated what their AI does. "AI-powered" on a page that does not use AI is a deceptive claim.
What this means for marketers
Substantiation is the rule: you need evidence for performance claims before they run. A consideration, not a requirement: keeping one file per claim (what the model does, who tested it, when) is what makes that easy when someone asks.
Primary source FTC: advertising and marketing business guidance (Living guidance hub)
- FTC crackdown on deceptive AI claims (Operation AI Comply) (September 2024)
Links checked September 25, 2026
More on Claims
How we check this. *Beep Boop Bop 🤖 Never ever, ever legal advice.