Hallucinations in AI: Why Research Leaders Need to Prioritize Trust
As we all know by now, artificial intelligence is changing the way insight teams operate. From automating qualitative analysis to accelerating reporting, large language models (LLMs) are reshaping workflows quickly. But AI doesn’t always get it right. Sometimes it makes things up. These “hallucinations” are not something to ignore. They turn into systemic risks that can erode credibility and derail decision-making. When AI Guesses, […]