AI in GTM

Source grounding

Source grounding is requiring an AI system to tie every claim to a specific passage in a named, admissible source, retrieval instead of pattern completion, so a reader can tell a verified fact from a plausible-sounding guess.

A properly grounded research agent works one way: it fetches a specific page, finds a specific sentence, and reports what that sentence says. That's retrieval, a different operation from generating a fluent, plausible-sounding answer with nothing behind it. Most agents don't distinguish the two modes in their own output. A pattern-completed guess and a retrieved fact come back in the same confident sentence, same punctuation, same tone, and nothing in the raw text says which one a reader is looking at.

Why the quote is the mechanism, not the label

Requiring a verbatim quote does more work than a confidence label alone, because most hallucination happens in the gap between finding a source and summarizing it. An agent reads a page about a company's early discussions around raising a round, then writes a sentence that quietly treats "discussed" as "closed." A label attached after that summary already happened doesn't catch the drift. Requiring the exact sentence, pasted next to the claim, does, because "the company recently discussed raising a Series B" can't slide into "the company just raised a Series B" once the agent has to show the line it's supposedly quoting.

Grounding also needs a contradiction check to be complete. One confirming source doesn't rule out that the agent landed on the single outdated or wrong page in a sea of accurate ones. A properly grounded process asks the agent to look for a second, independent source, specifically one that might disagree, and to flag a disagreement rather than resolve it. Deciding which of two sources is right is a judgment call, and an agent guessing at that judgment defeats the point of grounding in the first place.

In practice

Grounding shows up as a field, not a feeling: claim, label, source URL, quote, contradiction found. A human working a review queue, or a script filtering before anything reaches a sequence, sorts on the quote and the label instead of reading every claim's tone and hoping it earned the confidence it's projecting.

What people get wrong

A confidence label alone gets mistaken for grounding. It isn't. A label is a claim about the agent's own certainty, and an agent can be confidently wrong. A quote is a claim about what's actually in the source, and it's the part a person can check in seconds without re-researching the whole thing from scratch.

Related terms
Where we use this
Updated July 26, 2026

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