Hallucinations are the failure mode AI engines are most defensive about and least able to prevent. For brands, the typical hallucinations are inventions that sound plausible: a fabricated lawsuit attributed to the company, an executive name appended to a role they never held, a product feature that was never shipped, a financial detail that does not match any filing. The risk is that the response is delivered in the same confident tone as a true statement, and a downstream user (a journalist, a candidate, a customer) has no way to know the difference. Remediation requires identifying what the engine is anchoring the false claim to (often a thin or contested source, sometimes nothing identifiable), strengthening the correct version through Wikipedia, owned content, and structured data, and tracking through AIQ™ to verify the hallucination drops out.