The Federal Trade Commission (FTC) is keeping close watch on companies that use the term “artificial intelligence” (AI) when marketing their products.

Michael Atleson, an attorney in the agency’s Division of Advertising Practices, wrote in a blog post Monday that “some advertisers won’t be able to stop themselves from overusing and abusing” AI in marketing materials as a selling point.

“Marketers should know that—for FTC enforcement purposes—false or unsubstantiated claims about a product’s efficacy are our bread and butter,” Atleson wrote.