Claims need evidence, not confidence

Generative AI is particularly convincing when it sounds certain.

That creates a different governance challenge for marketing leaders. A polished sentence can make an unsupported claim appear entirely reasonable, particularly when it moves quickly through an already busy workflow.

CMOs therefore need clear claims discipline.

Which claims are approved? Which require substantiation? Which must be qualified? What source material can AI use? What happens when the evidence is weak or contradictory?

Governance should make those boundaries available during creation rather than forcing someone to discover the problem at final review.

It should also preserve enough evidence to explain how consequential work reached release.

That does not mean recording every trivial action. It means ensuring that when something matters, the organisation can understand what informed the decision and who authorised it.

Accountability without evidence is difficult to demonstrate.