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Governance domain
AI incidents: marketing alignment
Headlights has documented 12 AI incidents that raise questions of marketing alignment, 5% of the library, from 2018 to 2026. The behaviours most often in the record are overconfidence (9), incentive pressure (2). Most are from the United States (8), the United Kingdom (2), Australia (1).
12 incidents, newest first
HD-INC-211A Fuel Price Software Maker Settled With Brazil's Competition Authority Over Its AlgorithmBrazil · 2026HD-INC-193A regulator settled with three firms that sold small businesses an advertising service they represented as listening to conversations on smart devices, alleging it did not collect or use voice data in any mannerUnited States · 2026HD-INC-189A clinical AI vendor advertised hallucination rate figures of <.001% and <1 per 100,000, and Texas alleged its representations may have violated the Texas Deceptive Trade Practices and Consumer Protection Act because they were false, misleading or deceptiveUnited States · 2024HD-INC-174The FDA told a company its AI app was an unapproved medical device after it advertised a five minute gaze test to detect early signs of Alzheimer's diseaseUnited States · 2025HD-INC-115The US securities regulator found that Presto Automation misled investors about its AI drive-thru service, telling the market it removed the need for human order-takers while most orders were completed with help from people offshoreUnited States · 2025HD-INC-108AI-generated images sold Glasgow families an immersive chocolate experience that did not exist, and an actor said he was handed about fifteen pages of AI-written gibberish as a scriptUnited Kingdom · 2024HD-INC-086Builder.ai sold app-building AI and raised about $445 million, then collapsed in 2025 amid reports its 'AI' was largely human engineers and its revenue far below what it had claimedUnited Kingdom · 2025HD-INC-079Trivago advertised the best hotel deal while its algorithm favoured the advertiser that paid it most, and the penalty was $44.7 millionAustralia · 2022HD-INC-055Epic's sepsis-warning model ran in hundreds of hospitals, and an external test found it missed about two-thirds of cases while flooding clinicians with false alarmsUnited States · 2021HD-INC-052Amazon sold 'Just Walk Out' as cashierless AI, and reporting said more than a thousand people in India were checking the shoppingUnited States · 2024HD-INC-049IBM sold Watson as a revolution in cancer care, then its own documents showed it recommending unsafe treatments it had learned from invented patientsUnited States · 2018HD-INC-034Google's Bard Ad Got a Telescope Fact Wrong, and Alphabet Lost 100 Billion USD in a DayUnited States · 2023
Related topics
- Health & medicine 4
- Retail, hospitality & travel 4
- Technology & software 2
- Overconfidence 9
- Incentive pressure 2
- Automation bias 1
- United States 8
- United Kingdom 2
- Australia 1
Cite this page: Harris, E. (2026). AI incidents: marketing alignment. Headlights. https://useheadlights.com/topics/domain/marketing-alignment/