Reply in "A claim clinic: what evidence is missing?"

A claim I see a lot is some version of "we got this brand into ChatGPT." I would not treat that as evidence of impact until I can see the baseline and the measurement design. What exact buyer questions were tested before the work? Which engine and surface were used? Were the sessions clean? When were the before and after runs captured? Did the brand appear repeatedly, or once? I would also want the raw answer receipts and cited sources, not just a screenshot of the best result.

The thing that is usually missing is repeatability. One favorable answer can be real and still be weak evidence. I also want to know what else changed during the period: the client's site, third-party coverage, product launches, or the engine itself. The claim becomes credible when the evidence shows a consistent before-and-after pattern and makes the confounders visible.