The obvious method is to cross-reference a claim with existing facts to verify whether that claim is true. This is accurate and highly explainable, but it also comes at some significant costs. Not only does it assume that the claim is checkable (e.g., what if a world leader decided to say "the entire universe was created last Thursday"), but it also requires a huge database of evidence because the AI needs sufficient evidence on so many different areas in order to be able to verify an acceptable proportion of claims. The alternate method is to use the context of a claim to try to make an assumption on whether or not it's true. For example, if the claim was made by The Onion, we could probably assume it's not true.

Investment in artificial intelligence (AI) is expected to triple in 2017 according to Forrester research, as brands tap into the potential of machine learning and look to take a leading position on the'Internet of Things' (IoT). Amazon and Google have already entered the fray with the launch of their connected home devices – Echo and Home – exhibiting the emerging power of voice to order services online and set personalised alerts based on users' previous behaviour. The rise of the'zero user interface', whereby people reduce their interactions with screens in favour of speaking directly to faceless machines, is set to redefine how brands communicate with consumers. Expect to see the growing importance of AI in CRM systems following the unveiling of Salesforce's Einstein software, which boasts predictive capabilities based on previous customer interactions. Rapid adoption of chatbot technology will continue apace, led by Facebook's roll-out of news feed ads that open directly into Messenger chats and hybrid products such as Google Allo, a smart messaging app with an integrated AI assistant.