Google’s AI, Gemini, is once again under scrutiny for generating inaccurate information. In a Super Bowl ad showcasing small businesses using Google’s AI-powered Workspace, an incorrect claim about Gouda cheese caught widespread attention. The ad initially stated that Gouda accounted for 50-60% of global cheese consumption, a claim that experts quickly debunked. This incident highlights a persistent issue with AI-generated content—its tendency to fabricate facts.
The Controversial Gouda Claim
The advertisement featured Wisconsin Cheese Mart, where the owner asked Gemini for help writing a description of Gouda. The AI responded with the now-debunked statistic, which was then included in the ad’s early version. However, travel blogger Nate Hake was among the first to call it out, noting that cheddar and mozzarella are far more widely consumed.
Agricultural economist Andrew Novakovic later confirmed that while Gouda is significant in global cheese trade, it is nowhere near the most consumed variety. In the U.S., mozzarella, cheddar, and cream cheese top the charts, with Gouda not even making the top ten, according to USDA data. Experts suggest fresh cheeses like Indian paneer and varieties produced in South America and the Middle East are more likely to hold the global top spots.
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Google’s Response and Quiet Fix
Initially, Google defended the claim. Jerry Dischler, Google’s president of cloud applications, argued that the AI had sourced the figure from multiple websites. However, after public backlash and media scrutiny, the company quietly edited the ad. The Wisconsin Cheese Mart also removed the inaccurate statistic from its website. Now, the ad simply states that Gouda is “one of the most popular cheeses in the world” without providing a misleading percentage.
A Google spokesperson later explained that the company consulted with the cheese shop’s owner, who suggested rewriting the description without the statistic. Google followed this advice and updated the AI’s response accordingly.
AI’s Ongoing Accuracy Problems
This mistake adds to a growing list of AI-generated errors from tech giants like Google, OpenAI, and Microsoft. While these companies promote AI as a revolutionary tool, the technology continues to produce inaccuracies. AI researcher and psychologist Gary Marcus recently pointed out that even ChatGPT still struggles with basic tasks, such as listing all 50 U.S. states or correctly identifying vowels.
Despite claims of rapid advancements, AI still operates with a mix of brilliance and inconsistency. The Gouda cheese blunder serves as yet another reminder that AI-generated content requires careful fact-checking.
Now, in a final twist, Google’s own search engine reflects the controversy. Anyone looking up global Gouda consumption will find a note clarifying that the 50-60% claim is incorrect and originated from a mistaken AI-generated ad.
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