My best tip to avoid AI hallucinations when I'm doing research: ground everything the LLM says in primary sources and the context I give it. Don't let it work from memory. If I'm researching a brand, I don't want it making the case about what they should do. I want every primary source in front of it, so it can prove to me it's not hallucinating. here's what I actually do: - pull what's public: annual reports, press releases, articles, all of it - record my calls with people inside the company and drop them in the same folder, so internal context counts too - let it do the analysis, but force it to source every claim with a quote, a link, and a date - keep one clean folder where every answer points back to the file it came from it cuts the hallucinations, and it lets me learn a project fast. we did exactly this with Assaf Dagan on a multi-billion-dollar German brand. they came to us with a few-million-dollar call (renew a presenter or not) and a couple of hours to make it. we fanned out a dozen agents, pulled all the context, and used the LLM to synthesize the facts. we onboarded to the whole problem in an afternoon. that's how a subject matter expert like Assaf does much faster work: strong context, the LLM to synthesize it, and everything checked against the real sources.