We all know what a market leadership claim is, even if you’ve never heard the term. Imagine you’re browsing online and come across an ad for a new AI deepfake-detection tool, built on emerging technology, that is calling itself “The #1 deepfake-detection solution.”

Hearing this a couple of times might just make you more interested in the tool. But what if you keep seeing this, popping up on different websites and in your news feed? Each time you see it, you start thinking more critically: wait, this technology is really new…and wait, in a space where everything is still up in the air, how did they determine it was the #1 deepfake-detection solution anyway?

At what point do you say to yourself, I’m not sure if I can trust this? When is it too much?