How reliable is the data we encounter online, especially with the rise of AI and automated content?

4 out of my last 6 Perplexity searches were misleading or false.

Unlike the other stats in my last search, the numbers above are accurate.

My favorite “glitch” of modern search – also visible in ChatGPT and AI overviews in Google – is:

– interpreting or quoting data that doesn’t exist,
– mixing numbers across different topics, or…
– quoting articles that aren’t proofread.

As AI keeps scraping search without proper recognition on pay, we end up with:

> paid reddit actors producing fake content and recommendations
> programmatic SEO randomly producing random articles
> random data seen somewhere that isn’t validated

If you look up networking stats for B2B, the first 4 results, even while seeming “authoritative” with links to posts, would be a mix of AI generated content that was indexed and random numbers not quoting sources.

One of these post links to a LinkedIn study… but the quoted metric doesn’t exist there.



Really not bashing AI on purpose, but what did anyone expect scraping the Internet and running an ongoing crawler now, whereas users intentionally pollute public data as revenge?

Perplexity fake research


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Mario Peshev is a serial martech entrepreneur, global business advisor, angel investor, and author, famous for launching a top 20 enterprise WordPress consultancy and authoring the modern startup formation book, “MBA Disrupted.”

His digital footprint includes 25 years of creating and scaling technical solutions, building and growing digital teams, starting and growing companies from zero to seven figures, acquiring and selling assets and businesses, and investing in global startups like beehiiv, doola, the Stacked Marketer, Alcatraz, SeedBlink.

Peshev spent over 10,000 hours in consulting and training activities for organizations like VMware, SAP, Software AG, CERN, Saudi Aramco since 2006. His books and guides are references in over 30 universities in North America, Europe, and Asia.


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