FactMatters – A New Standard for Fact-Checking Digital Content

But access to more information does not automatically mean greater accuracy.

A statistic may be outdated. A research finding may be taken out of context. A product advantage may be presented as a proven fact without any actual comparison. A statement that sounds good isn’t always true, and a credible tone isn’t always proof of credibility.

This is where our mission begins – to set a new standard for creating reliable and factually accurate content.

Serpact presents Fact Matters – an AI-based tool that checks specific claims within a text, identifies potential inaccuracies, and displays the sources on which the assessment is based. This new development transforms fact-checking from a labor-intensive task into a natural part of creating reliable digital content.

A single inaccuracy can cast doubt on the entire text

Trust is built slowly, but it can be shaken by just one sentence.

Imagine a health article that correctly explains the benefits of a certain diet but cites an incorrect percentage for reducing the risk of disease. Or a product page that calls a certain solution “the most widely used in Europe” without specifying a study, time period, or market. Or a corporate press release in which a single year’s results are mistakenly presented as sustainable long-term growth.

Even if the rest of the content is high-quality, the reader now has reason to wonder: What else here hasn’t been fact-checked?

A factual error rarely remains limited to a single paragraph. It can affect the reputation of the author, the editorial team, the company, and the entire website behind the publication.

Fact-checking remains one of the most difficult aspects of editorial work

Fact-checking sounds like a straightforward task until you have to apply it to an actual text.

First, all verifiable claims must be identified. Then, each one must be researched, compared, and placed in context. It is necessary to determine whether the information is up-to-date, whether the source is reliable, and whether it actually supports the conclusion drawn.

A statistic, for example, may be entirely accurate but apply only to a small sample. A study may show a correlation between two factors without proving that one causes the other. A cited forecast may have long since been superseded by actual results.

Under the pressure of deadlines, it is precisely this verification process that is often cut short to just a few searches or left until the very last possible moment.

FactMatters was created to make the process faster, more structured, and applicable not only to the most sensitive topics, but to any content that needs to earn the trust of its audience.

FactMatters fact-checks claims, not just the “quality” of the text 

FactMatters is not a tool for spell-checking, style editing, or general content evaluation. It does not check whether the text sounds convincing. It checks whether the specific claims in the text can be supported by facts.

The tool identifies individual verifiable elements – statistics, dates, names, organizations, events, and cause-and-effect claims, and analyzes each one separately. When a potential problem is detected, FactMatters provides an explanation and displays the sources used in the verification.

This is a significant difference.

A text may be grammatically flawless, well-structured, and persuasively written, yet still contain false or misleading claims. In professional content, sounding good isn’t enough. Verifiable accuracy is essential.

From dates and statistics to complex cause-and-effect claims 

Some errors are easy to spot. A wrong year, a misspelled name, or an inaccurate percentage can be corrected immediately.

Others are harder to spot.

The claim “companies that use this technology increase their revenue” may be based on a study that actually shows only a correlation. The statement “this product is more environmentally friendly” remains incomplete without specifying compared to what, by what measure, and under what conditions. The phrase “studies prove” may actually refer to just one study with a limited sample size.

FactMatters is designed to identify not only obvious factual elements but also claims whose truth depends on context, wording, and the quality of the evidence. The platform examines statistics, dates, named entities, and cause-and-effect conclusions separately.

This allows the fact-check to go beyond the question “Is there such a source?” and address the more important one: “Does the source prove exactly what the text claims?”

How FactMatters Works 

Working with FactMatters begins with the finished text. This could be a news article, blog post, press release, product material, expert analysis, white paper, or any other type of content.

Once the text is uploaded to the platform, the tool:

1. Identifies verifiable factual claims;
2. Verifies each one using up-to-date web sources;
3. Flags potential issues;
4. Explains what might be wrong;
5. Displays the sources on which the assessment is based.

Results appear even while the analysis is in progress, so the user can track the identified issues as they arise, rather than waiting for a full report to be completed. The verification history is saved and can be viewed, shared, or exported.

FactMatters does not simply provide an overall assessment of the text. It shows exactly where the risk lies.

Not every factual error is a direct lie 

The truth rarely fits into just two categories- “true” and “false.”

A statement may be technically correct but misleading. It may be based on real data but omit context. It may sound logical without sufficient evidence to back it up.

That is why FactMatters classifies the issues it identifies as:

• Misleading – when the information may lead the reader to an inaccurate conclusion;
• Questionable – when there is insufficient reliable support;
• Incomplete- when important context is missing.

Each category is accompanied by a clear explanation of why the claim warrants further attention.

Good fact-checking doesn’t just ask whether a statement is true. It asks whether it is accurate, honest, and sufficiently complete.

Trust is now a measurable component of content quality 

For a long time, quality was assessed primarily based on style, structure, originality, and usefulness. Today, we must add one more essential criterion: the extent to which claims can be verified.

This is directly related to E-E-A-T– experience, expertise, authoritativeness, and trustworthiness. Google notes that of these elements, trust is the most important, while the others contribute to building it. E-E-A-T itself is not a separate ranking factor, but the concept helps assess whether content is useful and reliable- especially for topics that can affect people’s health, financial security, and safety.

Expertise loses value when it is supported by inaccurate data. Authority weakens when sources do not substantiate the conclusions drawn. Trust suffers when the reader cannot determine where the information comes from.

FactMatters does not automatically promise a better ranking. It provides something more fundamental – an additional layer of quality control through which content can be verified before it reaches users and search engines.

From the media to corporate websites – who needs automated fact-checking 

FactMatters was created for all teams whose reputation depends on the accuracy of their published content.

For media outlets and editorial teams, this means the ability to identify outdated statistics, inaccurately cited studies, or missing context before publishing an article.

For marketing and content teams, it means verifying market data, comparisons with competitors, advertising claims, case studies, and results used in campaigns.

For online stores and product websites, it means paying closer attention to the features, benefits, comparisons, and claims that influence a consumer’s purchasing decision.

For corporate communications, it means added protection when publishing reports, press releases, position statements, and materials that could influence public perception of the company.

For agencies, consultants, and independent experts, it means the ability to more quickly verify analyses, presentations, reports, and content created for various industries.

What they all have in common is not the format.

What they have in common is the responsibility to publish information that people can rely on.

The tool does not replace the editor – it provides a better basis for decision-making. 

No tool should be the final authority on the truth.

FactMatters does not take the decision away from the author, expert, or editor. It draws their attention to areas that warrant further verification, highlights the arguments, and provides the sources used.

This leaves the most important part of the process where it belongs- in human judgment.

An editor may determine that the claim is correct in that specific context. An author may add a missing clarification. An expert may replace a general source with a more reliable specialized study.

FactMatters doesn’t simply say “wrong.” It helps ask the right next question.

FactMatters by Serpact makes fact-checking part of the daily editorial process

FactMatters was developed by Serpact. The product builds on our many years of experience with the real challenges faced by websites, newsrooms, and brands – how to create content more effectively without compromising its reliability.

The goal is not for fact-checking to remain a special procedure used only for investigations, crises, or sensitive publications.

It must become a natural step in daily work:

research → creation → editing → verification → publication

Because speed is only valuable when it isn’t achieved at the expense of accuracy. And content has an impact only when the audience can trust it.

In a world where anyone can publish, the real advantage lies in being able to back up what you write.

FactMatters by Serpact sets the stage for this new standard.

Frequently Asked Questions

What is FactMatters?

FactMatters is an AI-based fact-checking tool developed by Serpact. It analyzes content, identifies verifiable claims, and detects potentially false, misleading, questionable, or incomplete statements.

How does FactMatters work?

The user enters a text into the platform, after which FactMatters identifies individual factual claims and verifies them using available online sources. The tool highlights potential issues, explains its assessment, and provides sources for further verification.

What types of claims can FactMatters verify?

The tool can analyze dates, statistics, names, organizations, historical events, research findings, product claims, and more complex cause-and-effect conclusions.

What types of content is FactMatters suitable for?

FactMatters can be used for news articles, blog posts, product pages, advertising copy, press releases, expert analyses, reports, presentations, and other informational or corporate content.

Does FactMatters only check AI-generated content?

No. Factual errors can occur in any text, whether it is written by a human, created using AI, or developed through a combination of both approaches. FactMatters checks the claims themselves, not how the text was created.

Can FactMatters replace an editor or an expert?

No. The tool supports the editorial process by identifying risky claims and providing sources. The final assessment and the decision on how to edit the text remain in the hands of the author, editor, or relevant expert.

What is the difference between FactMatters and a standard editing tool?

Standard editing tools typically check spelling, grammar, style, or readability. FactMatters focuses on factual accuracy and assesses whether specific claims are supported by sufficiently reliable and up-to-date information.