Brand & Content
Approved claims registry
Also called: Claims library, Sanctioned claims, Proof-point registry
An approved claims registry is the canonical, version-controlled list of statistics, customer references, capability statements and competitive claims a marketing team is sanctioned to use externally. It is the source AI tools and human writers both pull from, so every asset cites the same facts in the same wording.
In any marketing team with more than one writer — human or AI — claims drift. The same product capability is described three ways across the site, the deck and the sales emails. Two of the three are slightly out of date. One contains a competitive comparison legal would not approve. The fix is a single, owned source of claims.
A working approved claims registry contains, for each claim:
- The exact wording sanctioned for external use.
- The source and date of the underlying fact (analytics export, customer quote, third-party study).
- An expiry date or review cadence.
- A short note on permitted contexts (e.g. "do not use in regulated-industry pitches").
For [contextual AI](/glossary/contextual-ai) systems, the registry is loaded into the context layer so that every generated asset — brief, post, email, landing page — pulls claims from it rather than inventing them. This is the single most effective control against AI hallucination in a marketing workflow, and it eliminates a large share of the [editing tax](/glossary/editing-tax).
The registry should be owned by marketing, reviewed quarterly with sales and legal, and exported in a structured format (JSON, CSV) so it can be wired into both human and machine workflows.
Related terms
Editing tax
The editing tax is the recurring time and quality cost a marketing team pays to rewrite, re-tone and fact-check generic AI output before it can ship. Lean B2B teams typically lose 30–50% of the apparent productivity gain from AI tools to this tax — which is why context-aware AI, not better prompts, is the real lever.
AI governance (for marketing)
AI governance for marketing is the set of guardrails that determine what AI is allowed to produce in a brand's voice, what data it is allowed to use, who reviews its output, and how mistakes are caught and corrected. For lean teams, governance is the difference between AI as a leverage tool and AI as a brand-risk tool.
Brand voice AI
Brand voice AI is AI that has been given an explicit definition of how a brand sounds — vocabulary, tone, sentence rhythm, banned phrases — and applies that definition consistently across every output. It is the difference between AI that writes generically and AI that writes recognisably as you.
Contextual AI
Contextual AI is AI that uses your persistent business inputs — brand guidelines, strategic objectives, messaging, and historical performance — as inputs to every output. Unlike prompt-only generative tools, it produces work that is on-brand and aligned by default, not after manual editing.