In 2025, artificial intelligence was marketed as the defining feature of nearly every major tech product — from smartphones and productivity tools to home appliances.
But while companies raced to claim “smarter,” “safer,” and “more powerful” AI, consumers were left to navigate a marketplace where the line between aspiration and reality was often blurred. For consumers, these claims aren’t abstract: they shape expectations about privacy, accuracy, safety, and the reliability of tools they increasingly depend on in daily life.
In 2025, BBB National Programs’ National Advertising Division’s cases against Apple, Microsoft, Google, and Samsung underscored that consumer trust must be the foundation of AI adoption. Bold innovation may capture headlines, but only substantiated, transparent claims will sustain confidence in this transformative technology.
Phyllis Marcus, vice president of the National Advertising (NAD) states Marcus states, “AI is transforming how we live and work, but bold claims about its power must be matched by clarity about its limits. “
Here are the key AI cases in 2025, according to NAD, which “provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S.”
Apple — Apple Intelligence Availability Claims (April 2025) NAD recommended that Apple discontinue or modify advertising claims about the availability of certain Apple Intelligence features, including Priority Notifications and Image Playground. The inquiry found that Apple’s launch marketing overstated which features were live versus still in development.
Takeaway: Availability claims must reflect what consumers can actually access today, not what’s on the roadmap.
Microsoft — Copilot Productivity Claims (June 2025) NAD found that Microsoft substantiated certain functionality claims for Microsoft 365 Copilot, such as document drafting and summarization. However, NAD recommended modification of broad productivity claims tied to Business Chat, which implied sweeping transformation beyond the evidence provided.
Takeaway: AI productivity claims must be narrowly tailored to supported use cases, not sweeping promises of transformation.
Google — Gemini AI Video Claims (February 2025) NAD reviewed Google’s promotional video for Gemini AI, which depicted advanced real-world capabilities. Following NAD’s inquiry, Google voluntarily unlisted the video after concerns that it overstated what the model could actually deliver in consumer use.
Takeaway: Demonstrations must accurately reflect consumer experience, not idealized or edited scenarios.
Samsung — Bespoke AI Refrigerator Claims (June 2025) NAD found that certain “smartest” and energy efficiency claims for Samsung’s Bespoke AI refrigerators were supported. However, NAD recommended modification of other AI-related claims that overstated the product’s intelligence, such as suggesting autonomous decision-making beyond its actual capabilities.
Takeaway: Even in appliances, AI claims must be specific, measurable, and not exaggerated.
“The 2025 AI docket showed that the future of artificial intelligence advertising will be written not just in code, but in credibility,” Marcus says. “As tech companies race to define the next era of computing, NAD’s work underscored that bold claims must be matched by bold accountability.
All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive. Per NAD/NARB Procedures, this release may not be used for promotional purposes.
