Academy / Digital Marketing Foundations
AI for marketers · 14 min
The verification table
In this lesson
- Score every AI claim
Columns: Claim. Where the AI implied it came from. What you found. Keep / rewrite / cut. This single habit is the difference between “I use AI” and “I can be trusted with AI.”
Keep is rare. Cut is professional.
Keep only if you reopened a source (a Census page, Search Central, the dealer’s own GBP, a dated review). Rewrite when the idea is useful but the number or city is wrong (“demand exists” instead of “12,400 searches”). Cut when the model cites an “industry study,” a law, or a conversion rate you cannot find. Eight rows are enough to prove the habit. A cleaned page that still contains one unsourced percentage is a fail. You are not graded on how clever the intern was. You are graded on whether Dana could trust the leftover sentences.
Exercise
Verified research
Prompt any AI as an intern: “List research questions and claims about used-car demand in Frederick for an independent lot. Flag anything that needs a real source.” Paste the raw draft. Then fill an 8-row verification table: claim | where the model implied it came from | what you found (URL, “not found,” or “cannot verify”) | keep / rewrite / cut. The cleaned page may only keep claims you could source or that you relabeled unknown. A confident statistic with no URL is a cut. Do not submit a finished media plan — that is module 4.
Deliverable: Raw AI draft + 8-row keep/rewrite/cut table + cleaned page with leftover unknowns labeled.
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Module 3 check
Assignment
Verified AI-assisted research
Prompt any AI as an intern: “List research questions and claims about used-car demand in Frederick for an independent lot. Flag anything that needs a real source.” Paste the raw draft. Then fill an 8-row verification table: claim | where the model implied it came from | what you found (URL, “not found,” or “cannot verify”) | keep / rewrite / cut. The cleaned page may only keep claims you could source or that you relabeled unknown. A confident statistic with no URL is a cut. Do not submit a finished media plan — that is module 4.
Deliverable: Raw AI draft + 8-row keep/rewrite/cut table + cleaned page with leftover unknowns labeled.
Write at least a short brief (80+ characters). A mentor reviews for a pass.
Ask the tutor
The tutor will guide you. It will not finish graded work for you.