In 2024, a tribunal in Canada ruled on a case that every business using AI should know about.
A man asked Air Canada's website chatbot about bereavement fares after his grandmother died. The chatbot told him he could book now and apply for the discount afterwards. That wasn't the airline's actual policy. When he asked for the refund, Air Canada argued the chatbot was responsible for its own words.
The tribunal disagreed. The company owned what its tool said, and it had to pay.
I think about this case whenever someone shows me an AI-written sales page or strategy doc that sounds very sure of itself. AI is built to sound confident. Confidence and correctness are two different things, and when they split, the business is the one on the hook.
Use AI to draft. Just make sure someone who understands your offer, your policies, and your buyer reads it before it reaches a customer.
Your name is on it either way.