Last weekend, I almost got burned using AI to research a client's background

Last weekend I was at a coffee shop, using AI to help me sort through public info on three potential clients. The AI's output looked professional, even citing a few "industry reports." I almost took that list and started scheduling meetings. Then a friend reminded me—when I clicked those "report" links, they all led to websites I'd never heard of.

I'm not the only one this happened to

Responsible Statecraft recently reported that someone registered a "fake think tank" with a polished website—its whole purpose was to get cited by ChatGPT when answering related questions. Sounds like a spy thriller, but the logic is dead simple: today's AI relies on "searching the web" to answer, and it believes whatever is online.

Zhou Lei, an independent consultant, told me he once asked AI to compile a "Top 10 brand strategists in China" list—three names on it he couldn't find anywhere. "I thought it was just my weak network," he laughed bitterly. These "ghost experts" are polluting all of our AI assistants.

You may not need this tool yet — but the cost is near zero

If you only use AI for copywriting or brainstorming, don't worry too much for now. But once you start asking it "who" or "which company" questions, try this:

  • Money: ¥0
  • Time: 2 extra minutes per AI question on key info
  • Technical barrier: Low. Click AI's links, search unfamiliar sites
  • First step: Next time AI gives you any "authoritative claim," ask "Which website did this come from?"—then Google that site yourself

What should we do at different stages?

Just starting out / side hustler: You may not have been burned yet (that's a good thing). But build the habit—when AI gives you "lists" or "rankings," search once yourself to confirm the site is real and legit.

Have 1-2 clients / freelancer: When money, contracts, or partner-finding are involved, AI answers are only drafts. Before I send any proposal to a client now, I cross-check key facts with at least 2 tools.

Scaling up / small team: Build your team a "trusted sources list"—only trust a handful of established industry media and official channels. That list will become part of your company's moat down the road.