Section 19 · Safety, Deliverability & Governance

19.1No invented claims

Built in the POC

What DMA asked for · Decision Book p.34

The AI may never invent pricing, rankings, client results, guarantees or capabilities.

Why it matters to DMA: A non-negotiable guardrail for trust and legal exposure, in place before any customer-facing launch.

In our words, from DMA's Product Decision Book v3, page 34.

Facts about DMA come only from DMA's approved knowledge base: services, FAQs, objection answers and case studies, each with its list of approved claims. Sample case-study figures must be called "a sample case study".
Every sentence the website chat writes is checked before the visitor sees it: prices, guarantees, and numbers that don't come from an approved claim or the visitor's own words are stopped and replaced with an honest line.
Every outreach email is checked the same way when it is drafted; a draft with an unsupported claim is flagged in the approval queue and can't be sent as it is.
The rule is in code, not in the prompt: the AI can't talk its way past it.

It plays on its own while it's on screen; hover or use the controls to pause or step through.

Step 1 of 4

A sentence

The AI writes "We'll get you to #1 on Google in 90 days."

The same six stages on every page. Nothing reaches Nutshell except through the write gate.

1DMA's knowledge base
Source
Approved claims, versioned.
2Sync
Copies Nutshell changes into the bridge database
Not involved.
3Bridge database
A copy of the CRM data, plus what the AI works out
The claims, and a log of every stop.
4AI
Claude models, only through DMA's own gateway
Writes; code checks each sentence.
5Write gate
The only way back into Nutshell: checked, approved when needed, sent once
Unapproved emails never reach sending.
6Nutshell
The system of record
Only checked text is logged there.

Drawn from the POC's database catalogue: structure only, no data.

PK primary keyFK reference the database enforces (solid line)ID reference kept by id (dashed line)

Table	What it holds	Columns
ai.kb_documents	DMA's approved content, each document with its approved claims.	17
ctrl.decision_log	Every reply and draft, with the checks that fired.	28

How the tables connect (4)

Column	Points to	Kept by
ai.kb_documents.approval_id	ctrl.approvals	The application (by id)
ctrl.decision_log.agent_version_id	agent.agent_versions	The application (by id)
ctrl.decision_log.run_id	agent.runs	The application (by id)
ctrl.decision_log.conversation_id	conv.conversations	The application (by id)

Synthetic demo data: every name, business and number is made up.

1 / 2

What you see

1.The approved claims

Each answer and case study lists the claims the AI may make.

localhost:13301/knowledge

What happens in the system

Bridge databaseai.kb_documents
Versioned documents; only approved, public ones reach the chat.

What the check stops, and what the visitor sees instead (the chat's real fallback lines).

The AI tried to say	Why it stopped	The visitor sees
"We'll get you to #1 in 90 days."	Guarantee	"I'd rather not promise specific results. A strategist can walk you through what's realistic for your business on a call."
"Clients see 3x more calls."	Unsourced number	"I'd rather not quote figures I can't back up here. A strategist can share real examples on a call."

localhost:13301/knowledge

1 / 2Build → Knowledge: the approved content and claims the AI may use.

Dashboard · Build → Knowledge. Captured from the running POC on September 25, 2026; synthetic data.

Opens the exact screen in the running POC, in a new tab.

Open	Where	What to try
Knowledge	DMA AI dashboard	Every approved claim, by document.

Built in the POC

Built in the POC. This capability runs in the POC today, on synthetic data, end to end.