In Q1 2026 a client forwarded us a screenshot. A prospect had asked ChatGPT what their product did, and the answer was confidently wrong about a core capability, describing a limitation the product had removed 14 months earlier. The client's question was reasonable and we could not answer it: how long has it been saying that, and how many buyers have seen it?
We had no idea. We had no instrument that could have told us, and neither did they.
What we could and could not see
The client's marketing site was current. Their documentation was current. Their pricing page was current. Everything a person would read said the right thing, and had for over 14 months.
What the assistant appeared to be drawing on was older material that still existed in the world: a comparison article from a third-party site published before the change, a forum thread, and a review page that had never been updated. None of those were under the client's control. All of them were indexed, plausible, and wrong.