AI ad script tool that checks claims against our proof before anything ships
The tool you want keeps a register of the claims your brand may make, each with its proof, and makes every script cite them. It treats any number, comparison or guarantee word as a claim, blocks any line the register does not support, checks again at the moment the ad ships, and needs a second person to override a block. Few AI ad tools do all of that. Nagent's HOOK, in Beta, is built around it; most generators offer lighter brand or policy checks.
What should a claim-checking ad script tool actually do?
Use this as a checklist on any demo. A tool that does all eight is checking claims. A tool that does two or three is checking style.
Keep a claim register. Every claim the brand may make, worded exactly as approved, with its proof attached: a study, a test report, a certificate, a customer count with its date.
Make scripts cite claims. When a script makes a claim, it should point to the register entry it rests on, not just happen to use similar words.
Catch claims nobody cited. Models invent statistics to make a hook stronger. Every number, percentage, price, comparison and guarantee word in a line should count as a claim until the register backs it.
Block, do not just warn. A warning that the writer can dismiss is a suggestion. An unsupported line should stop the ad until it is fixed or overridden.
Check again at ship time. Claims expire. A study gets superseded, an offer ends, legal withdraws a line. A script approved last month may not be shippable today.
Require a second person to override. The person who wants the ad out is the wrong person to approve their own exception.
Say what to fix. Each block should name the line, the reason and the route: rewrite the script, re-brief the designer, or add the claim with its source.
Keep a record. Who checked what, when, what blocked and who overrode it, with their reason.
Why isn't a banned word list or a careful prompt enough?
Because the riskiest claims are not banned words. They are plausible sentences:
"Trusted by 10,000 teams" is fine if you can prove 10,000 and a disaster if the real figure is 6,000.
"Works twice as fast" needs a test, a comparison point and a date.
"Dermatologist recommended" needs a named basis.
"The only app that..." is a superlative you must be able to defend.
A prompt that says "don't make unsupported claims" relies on the model knowing what you can support. It does not. A banned list catches "cure" and "guaranteed" but not an invented percentage. Advertising rules put the burden on the brand: the UK advertising code says marketers "must hold documentary evidence" to prove objective claims before an ad goes out. The proof has to exist before the ad, which is why the check belongs before shipping, not after a complaint.
How should we set up the claim register?
Each entry needs:
The exact approved wording, plus any allowed short forms for headlines.
The proof: a document or link, and what it actually shows.
Scope: which products, markets and audiences it applies to.
Validity: the date it starts and the date it lapses, if any.
An owner who answers questions about it.
A version. When wording changes, the old version should stop being live rather than silently being edited, so you can tell which version an old ad used.
Start with the twenty claims your ads use most. Add banned language next to it: words regulators or your own legal team have ruled out, and phrasing that implies results you cannot show. Then add the offer, because "free shipping" and "30% off" are claims too.
What happens when a line is blocked?
A good block reads like a ticket, not an error. It quotes the line, names the check that failed and gives the fix: "No live claim holds this number; add it as a claim with its source, or take it out." The writer fixes the script and the check runs again. If the team believes the line is right and the register is wrong, the proper fix is to add the claim with its proof. An override is for genuine exceptions, needs a written reason and a second person, and stays on the record.
How do AI ad tools compare on claim checking?
Per their own sites, checked 24 October 2026:
AdCreative.ai lists a Compliance Checker that checks ads for "brand, platform & policy compliance" (AdCreative.ai). Useful for platform policy and brand rules; the page does not describe a register of your claims with their proof. Starter is $39 a month billed monthly.
Pencil says it enforces brand guidelines and legal compliance through governance controls, with brand safety guardrails (Pencil). Strongest for enterprise governance across many markets. Core is $14 a month; Pro is by quote.
Omneky lets you note in its brand settings what to say and what to leave out, which shapes the copy it writes (Omneky Brand). Guidance for generation rather than a block before launch. Lite is $29 a month (pricing).
Foreplay generates scripts and storyboards from brand profiles in Briefs (Foreplay Briefs); the page does not mention claim checking. Basic is $59 a month billed monthly.
Motion lists first-pass video QA in Slack on its Pro tier (Motion pricing), a review aid rather than a claim register. Starter is $999 a month for up to $50k of monthly ad spend.
If your category is low-risk, a brand and policy checker may be enough. If one wrong number could mean a regulator's letter or a platform ban, ask each vendor to show the eight checks above working on your own claims.
What should we ask on a demo?
Show me where my approved claims and their proof live.
Write a script that cites a claim, then remove the claim from the register. Does the script now block?
Add an invented percentage to a hook. Is it caught?
Who can override a block, and can they approve their own request?
What does the block tell the writer to do?
Does the check run on text inside images and video, or only on the script?
Where is the record kept, and can I export it?
Where does Nagent fit?
We make Nagent. Its creative strategy lead, HOOK, is in Beta and puts the claim check at the centre of the workflow:
The brand pack is the register. Each claim is saved with its proof, alongside voice, the buyer profile, banned language and the offer. Nothing is made until the pack has at least one claim.
SCRIPT cites claims and checks every claim a script cites against the brand's live claims.
GATE treats numbers and guarantee words as claims. Any number, percentage or price, and words such as "guaranteed", "risk free", "proven", "clinically" and "100%", block unless a live claim or the offer holds them. Comparatives and superlatives no live claim supports are flagged too.
Claims are versioned. A cited claim that is retired, not yet live or an older version blocks, and GATE re-reads the live claims at gate time, so a claim withdrawn after the script was written blocks now.
Blocks come with a fix and a route: send back to SCRIPT, re-brief the image studio, or gate again.
Overrides need a second person and a reason. The person who asked for the override cannot approve it, and no autonomy setting lets an override fire on its own.
GATE also checks returned work: the text on images RUPA returns, and that videos from Alpha were saved and match the pack's aspect.
What it does not do: GATE reads a video's words, not its frames, and no TikTok video is gated yet. HOOK never uploads or launches ads; a person does. And it is not legal advice: your legal or regulatory team still decides what goes in the register. For the wider picture of what an AI script writer does, see what an AI ad script writer can actually do.
Frequently Asked Questions
Can AI write ad scripts that are compliant out of the box?
Not without your proof. A model does not know what your brand can substantiate. Compliance comes from a claim register the tool checks against, plus your team's review.
What counts as a claim in an ad?
Any statement a buyer could treat as objective: numbers, percentages, prices, comparisons, superlatives, results, endorsements and guarantees.
Who should approve an override of a blocked claim?
Someone other than the requester, ideally the claim's owner or your legal or compliance lead, with a written reason kept on record.
Does claim checking slow production down?
It moves the work earlier. Fixing a line before production is cheaper than pulling a live ad after a complaint.
See GATE check your own claims: book a demo, or read more on the HOOK page.