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Why OpenAI’s solution to AI hallucinations would kill ChatGPT tomorrow

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OpenAI’s latest research paper diagnoses exactly why ChatGPT and other large language models can make things up – known in the world of artificial intelligence as “hallucination”. It also reveals why the problem may be unfixable, at least as far as consumers are concerned.

The paper provides the most rigorous mathematical explanation yet for why these models confidently state falsehoods. It demonstrates that these aren’t just an unfortunate side effect of the way that AIs are currently trained, but are mathematically inevitable.

The issue can partly be explained by mistakes in the underlying data used to train the AIs. But using mathematical analysis of how AI systems learn, the researchers prove that even with perfect training data, the problem still exists.

The way language models respond to queries – by predicting one word at a time in a sentence, based on probabilities – naturally produces errors. The researchers in fact show that the total error rate for generating sentences is at least twice as high as the error rate the same AI would have on a simple yes/no question, because mistakes can accumulate over multiple predictions.

In other words, hallucination rates are fundamentally bounded by how well AI systems can distinguish valid from invalid responses. Since this classification problem is inherently difficult for many areas of knowledge, hallucinations become unavoidable.

It also turns out that the less a model sees a fact during training, the more likely it is to hallucinate when asked about it. With birthdays of notable figures, for instance, it was found that if 20% of such people’s birthdays only appear once in training data, then base models should get at least 20% of birthday queries wrong.

Sure enough, when researchers asked state-of-the-art models for the birthday of Adam Kalai, one of the paper’s authors, DeepSeek-V3 confidently provided three different incorrect dates across separate attempts: “03-07”, “15-06”, and “01-01”. The correct date is in the autumn, so none of these were even close.

The evaluation trap

More troubling is the paper’s analysis of why hallucinations persist despite post-training efforts (such as providing extensive human feedback to an AI’s responses before it is released to the public). The authors examined ten major AI benchmarks, including those used by Google, OpenAI and also the top leaderboards that rank AI models. This revealed that nine benchmarks use binary grading systems that award zero points for AIs expressing uncertainty.

This creates what the authors term an “epidemic” of penalising honest responses. When an AI system says “I don’t know”, it receives the same score as giving completely wrong information. The optimal strategy under such evaluation becomes clear: always guess.

‘Have as many crazy guesses as you like.’
ElenaBs/Alamy

The researchers prove this mathematically. Whatever the chances of a particular answer being right, the expected score of guessing always exceeds the score of abstaining when an evaluation uses binary grading.

The solution that would break everything

OpenAI’s proposed fix is to have the AI consider its own confidence in an answer before putting it out there, and for benchmarks to score them on that basis. The AI could then be prompted, for instance: “Answer only if you are more than 75% confident, since mistakes are penalised 3 points while correct answers receive 1 point.”

The OpenAI researchers’ mathematical framework shows that under appropriate confidence thresholds, AI systems would naturally express uncertainty rather than guess. So this would lead to fewer hallucinations. The problem is what it would do to user experience.

Consider the implications if ChatGPT started saying “I don’t know” to even 30% of queries – a conservative estimate based on the paper’s analysis of factual uncertainty in training data. Users accustomed to receiving confident answers to virtually any question would likely abandon such systems rapidly.

I’ve seen this kind of problem in another area of my life. I’m involved in an air-quality monitoring project in Salt Lake City, Utah. When the system flags uncertainties around measurements during adverse weather conditions or when equipment is being calibrated, there’s less user engagement compared to displays showing confident readings – even when those confident readings prove inaccurate during validation.

The computational economics problem

It wouldn’t be difficult to reduce hallucinations using the paper’s insights. Established methods for quantifying uncertainty have existed for decades. These could be used to provide trustworthy estimates of uncertainty and guide an AI to make smarter choices.

But even if the problem of users disliking this uncertainty could be overcome, there’s a bigger obstacle: computational economics. Uncertainty-aware language models require significantly more computation than today’s approach, as they must evaluate multiple possible responses and estimate confidence levels. For a system processing millions of queries daily, this translates to dramatically higher operational costs.

More sophisticated approaches like active learning, where AI systems ask clarifying questions to reduce uncertainty, can improve accuracy but further multiply computational requirements. Such methods work well in specialised domains like chip design, where wrong answers cost millions of dollars and justify extensive computation. For consumer applications where users expect instant responses, the economics become prohibitive.

The calculus shifts dramatically for AI systems managing critical business operations or economic infrastructure. When AI agents handle supply chain logistics, financial trading or medical diagnostics, the cost of hallucinations far exceeds the expense of getting models to decide whether they’re too uncertain. In these domains, the paper’s proposed solutions become economically viable – even necessary. Uncertain AI agents will just have to cost more.

However, consumer applications still dominate AI development priorities. Users want systems that provide confident answers to any question. Evaluation benchmarks reward systems that guess rather than express uncertainty. Computational costs favour fast, overconfident responses over slow, uncertain ones.

Illustration with AI, a lightbulb, a graph and a power station

Falling AI energy costs only take you so far.
Andrei Krauchuk

Falling energy costs per token and advancing chip architectures may eventually make it more affordable to have AIs decide whether they’re certain enough to answer a question. But the relatively high amount of computation required compared to today’s guessing would remain, regardless of absolute hardware costs.

In short, the OpenAI paper inadvertently highlights an uncomfortable truth: the business incentives driving consumer AI development remain fundamentally misaligned with reducing hallucinations. Until these incentives change, hallucinations will persist.



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Notre Dame to host summit on AI, faith and human flourishing, introducing new DELTA framework | News | Notre Dame News

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Artificial intelligence is advancing at a breakneck pace, as governments and industries commit resources to its development at a scale not seen since the Space Race. These technologies have the potential to disrupt every aspect of life, including education, the economy, labor and human relationships.

“As a leading global Catholic research university, Notre Dame is uniquely positioned to help the world confront and understand AI’s benefits and risks to human flourishing,” said John T. McGreevy, the Charles and Jill Fischer Provost. “Technology ethics is a key priority for Notre Dame, and we are fully committed to bringing the wisdom of the global Church to bear on this critical theme.”

In support of this work, the Institute for Ethics and the Common Good and the Notre Dame Ethics Initiative will host the Notre Dame Summit on AI, Faith and Human Flourishing on the University’s campus from Monday, Sept. 22 through Thursday, Sept. 25. This event will draw together a dynamic, ecumenical group of educators, faith leaders, technologists, journalists, policymakers and young people who believe in the enduring relevance of Christian ethical thought in a world of powerful AI.

“As artificial intelligence becomes more powerful, the ‘ethical floor’ of safety, privacy and transparency is simply not enough,” said Meghan Sullivan, the Wilsey Family College Professor of Philosophy and the director of the Institute for Ethics and the Common Good and the Notre Dame Ethics Initiative. “This moment in time demands a response rooted in the Christian tradition — a richer, more holistic perspective that recognizes the nature of the human person as a spiritual, emotional, moral and physical being.”

Sullivan noted that a unified, faith-based response to AI is a priority of newly elected Pope Leo XIV, who has spoken publicly about the new challenges to human dignity, justice and labor posed by these technologies.

The summit will begin at 5:15 p.m. Monday with an opening Mass at the University’s Basilica of the Sacred Heart. His Eminence Cardinal Christophe Pierre, Apostolic Nuncio to the United States, will serve as primary celebrant and homilist with University President Rev. Robert A. Dowd, C.S.C., as concelebrant. All members of the campus community are invited to attend this opening Mass.

Summit speakers include Andy Crouch, Praxis; Alex Hartemink, Duke University; Molly Kinder, Brookings Institution; Andrew Schuman, Veritas Forum; Anne Snyder, Comment Magazine and Elizabeth Dias, The New York Times. Over the course of the summit, attendees will take part in use case workshops, panels and community of practice sessions focused on public engagement, ministry and education. Executives from Google, Microsoft, Apple and many other organizations are among the 200 invited guests who will attend.

At the summit, Notre Dame will launch DELTA, a new framework for guiding conversations about AI. DELTA — an acronym that stands for Dignity, Embodiment, Love, Transcendence and Agency — will serve as a practical resource across sectors that are experiencing disruption from AI, including homes, schools, churches and workplaces, while also providing a platform for credible, principled voices to promote moral clarity and human dignity in the face of advancing technology.

“Our goal is for DELTA to become a common lens through which to engage AI — a language that reflects the depth of the Christian tradition while remaining accessible to people of all faiths,” Sullivan said. “By bringing together this remarkable group of leaders here at Notre Dame, we’re launching a community that will work passionately to create — as the Vatican puts it — ‘a growth in human responsibility, values and conscience that is proportionate to the advances posed by technology.’”

Although the summit sessions are by invitation only, Sullivan’s keynote on DELTA will be livestreamed. Those interested are invited to view the livestream and learn more about DELTA at https://ethics.nd.edu/summit-livestream at 8:30 a.m. EST on Tuesday, Sept. 23.

The Notre Dame Summit on AI, Faith and Human Flourishing is supported with a grant provided by Lilly Endowment Inc.

Lilly Endowment Inc. is a private foundation created in 1937 by J.K. Lilly Sr. and his sons Eli and J.K. Jr. through gifts of stock in their pharmaceutical business, Eli Lilly and Company. While those gifts remain the financial bedrock of the Endowment, it is a separate entity from the company, with a distinct governing board, staff and location. In keeping with the founders’ wishes, the Endowment supports the causes of community development, education and religion and maintains a special commitment to its hometown, Indianapolis, and home state, Indiana. A principal aim of the Endowment’s religion grantmaking is to deepen and enrich the lives of Christians in the United States, primarily by seeking out and supporting efforts that enhance the vitality of congregations and strengthen the pastoral and lay leadership of Christian communities. The Endowment also seeks to improve public understanding of religious traditions in the United States and across the globe.

Contact: Carrie Gates, associate director of media relations, 574-993-9220, c.gates@nd.edu



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New Research Reveals That “Evidence-Based Creativity” Is the Next Must-Have Skill Set for Marketers in the Age of AI

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Global report from Contentful and Atlantic Insights finds nearly half of marketers rank data analysis and interpretation as a top skill; marketers must now demonstrate breakthrough creativity and validate with data

DENVER & BERLIN–(BUSINESS WIRE)–Contentful, a leading digital experience platform, in collaboration with Atlantic Insights, the marketing research division of The Atlantic, today released a new study, ‘When Machines Make Marketers More Human’ challenging the notion that AI will replace many marketing functions and instead demonstrates how AI can amplify marketers’ effectiveness, creativity, and impact.




The report, based on surveys and interviews with hundreds of senior marketing leaders around the world, finds that “evidence-based creativity” is emerging as the defining capability of modern marketers. Whether on skills – 46% of respondents cited data analysis and interpretation as the top skill needed in the profession today – or on measuring efficacy – 34% of successful marketers define success according to strong performance metrics or ROI – it’s clear that data-driven marketing is only accelerating in the age of AI. The ability to combine human creativity with AI-driven insights is becoming essential to producing, testing, and scaling ideas with measurable impact.

Beyond creativity, the research highlights a broader evolution of the marketing skillset. A new generation of “full-stack marketers” is taking shape. They are fluent in creating AI-enabled workflows, writing effective prompts, navigating diverse technology stacks, and embedding AI tools into daily operations. Nearly half of marketers report using both AI copilots in productivity software (49%) and generative tools for content creation (48%), underscoring how quickly these tools are becoming part of the day-to-day workflow. Combined with growing expertise in digital experience design, personalization strategy, and governance, these capabilities signal a fundamental shift in what it takes to succeed in marketing today.

“There is a growing fear that AI will erase marketing jobs, but that concern is misplaced. The real risk is failing to use AI strategically,” said Elizabeth Maxson, Chief Marketing Officer, Contentful. “When marketers invest in the right tools that support their teams’ daily work and prioritize marketing talent that blends creativity with analytics, that’s when AI stops being hype and starts delivering meaningful results.”

“Marketing is a deeply creative industry, but there is an urgent need for marketers to start thinking more like engineers in order to keep pace with the rise in AI,” said Alice McKown, Publisher, The Atlantic. “Tomorrow’s most valuable marketing leaders won’t be defined as creative or analytical. They’ll be both.”

Key Findings from the Report

Evidence-based creativity is the new marketing superpower — and organizations are investing to get them there.

  • The marketing skills that matter most today are data analysis and interpretation (46%) and digital experience design (40%), followed by personalization strategy (37%), and writing for AI tools (37%).
  • 33% of marketers rank campaign testing and optimization as a top skill — reflecting a shift toward data-informed creative instincts.
  • 45% of organizations are already offering AI training, a clear marker of organizational maturity.

The “Optimism-Execution Gap” reflects the chasm between AI’s potential and reality; ROI is still a work in progress.

  • AI investment is a priority for marketers, with 74% investing in the technology and 34% allocating at least $500k toward AI marketing tools or initiatives over the next 12-36 months.
  • Despite the investment, two-thirds of marketers say their current marketing technology stack isn’t helping them do more with fewer resources (yet).
  • 89% of marketing teams are already using AI tools, but only 18% say it has reduced their reliance on developers or data teams

AI’s key opportunities and challenges differ by region, with Europeans prioritizing compliance and Americans focusing on rapid experimentation.

  • EMEA marketers adopt a methodical, compliance-ready approach, with 58% selectively testing AI tools under a defined plan. Nearly a third (32%) emphasize governance skills such as brand voice, compliance and quality standards.
  • U.S. marketers emphasize experimentation and rapid testing, with 37% focusing on campaign optimization (vs. 26% in EMEA). U.S. teams measure success by high content quality (45%) and flexibility (39%), while EMEA teams lean toward operational excellence and speed (43%).

To read the full report, visit: https://www.theatlantic.com/sponsored/contentful-2025/making-marketers-more-human/4024/

About the Report

Research from the report was conducted by Contentful in collaboration with Atlantic Insights, and included three primary components:

  • Quantitative survey – 425 marketing decision-makers across industries, company sizes, and regions, executed by Cint.
  • Diary studies – Ten-day live user testing with marketing professionals using AI tools in their real workflows, executed by Dscout. Participants completed eight activities, including content creation, campaign optimization, translation/localization, personalization, and A/B testing, while recording their screens and providing commentary.
  • Subject matter expert (SME) interviews – In-depth interviews with Contentful executives, team leads, and partner organizations to contextualize quantitative findings and capture emerging best practices.

All survey data was collected and analyzed using advanced statistical methods to ensure reliability and significance of findings.

About Contentful

Contentful is a leading digital experience platform that helps modern businesses meet the growing demand for engaging, personalized content at scale. By blending composability with native AI capabilities, Contentful enables dynamic personalization, automated content delivery, and real-time experimentation, powering next-generation digital experiences across brands, regions, and channels for more than 4,200 organizations worldwide. For more information, visit www.contentful.com. Contentful, the Contentful logo, and other trademarks listed here are registered trademarks of Contentful Inc., Contentful GmbH and/or its affiliates in the United States and other countries. Other names may be trademarks of their respective owners.

About Atlantic Insights

Atlantic Insights is the marketing research division of The Atlantic, with custom and co-branded research experience spanning industries and sectors ranging across finance, luxury, technology, healthcare, and small business.

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Study reveals why humans adapt better than AI

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Humans adapt to new situations through abstraction, while AI relies on statistical or rule-based methods, limiting flexibility in unfamiliar scenarios.

A new interdisciplinary study from Bielefeld University and other leading institutions explores why humans excel at adapting to new situations while AI systems often struggle. Researchers found humans generalise through abstraction and concepts, while AI relies on statistical or rule-based methods.

The study proposes a framework to align human and AI reasoning, defining generalisation, how it works, and how it can be assessed. Experts say differences in generalisation limit AI flexibility and stress the need for human-centred design in medicine, transport, and decision-making.

Researchers collaborated across more than 20 institutions, including Bielefeld, Bamberg, Amsterdam, and Oxford, under the SAIL project. The initiative aims to develop AI systems that are sustainable, transparent, and better able to support human values and decision-making.

Interdisciplinary insights may guide the responsible use of AI in human-AI teams, ensuring machines complement rather than disrupt human judgement.

The findings underline the importance of bridging cognitive science and AI research to foster more adaptable, trustworthy, and human-aligned AI systems capable of tackling complex, real-world challenges.

Would you like to learn more about AI, tech and digital diplomacy? If so, ask our Diplo chatbot!



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