Never commit
Things nobody should promise on a call, and the sentence to say instead. Every entry here has cost us credibility or is one call away from doing so.
It’s saying “yes, soon”to something that isn’t shipped, isn’t decided, or isn’t yours to decide. A clear no with a real alternative survives procurement. A soft yes becomes a contract clause.
This page exists because of a real one. For a while the wiki said failed generations would eventually refund credits, framed as "on the roadmap." It isn't on the roadmap, and it can't be, a failed generation still consumes inference. Somebody would eventually have promised it in a contract.
That's the pattern this page is here to catch. Every entry below has cost us credibility, or is one call away from doing so.
How to read this page
Three tiers. The tier decides what you're allowed to say.
Structurally impossible, or a decision already made against it. Say no clearly, explain the mechanism, and offer the real alternative.
Tracked and genuinely wanted, but not shipped. Describe what exists today. Name it as an ask, never as a date.
May well be possible, but the answer is not yours to give. Take the requirement, name the owner, come back in writing.
The failure mode is almost never saying "no." It's saying "yes, soon" to something in tier 🟡 or 🔵.
🔴 Hard no
Refunding credits for failed generations
Never say: "failed jobs refund credits", "you only pay for what works", or that it's on the roadmap.
A failed or rejected generation still consumed inference. There is no mechanism to make that free, and there is no plan to build one. This was previously written in this wiki as a roadmap item and that was wrong.
Say instead:
"Generation consumes usage whether or not you love the output. That's true of any AI system, and I'd rather be straight with you about it. What we do control is the hit rate: the Brand Brain means the first output is usually usable rather than a lottery, and on a scoped creative engagement, iterations and feedback don't count against your delivery cap: only final delivered outputs do."
That last clause is the real answer to the underlying fear, and it's true.
Fully autonomous AI
Never say: "fully autonomous", "it runs itself", "no human needed."
Buyers hear uncontrolled, and in Brand Moderator it's actively false, the zero-auto-post guardrail is a feature we sell.
Say instead: "AI agents with human approval where it matters."
Replacing their team or agency
Never say: "replaces your agency", "you won't need the team."
Say instead: "We replace the manual execution layer, the resize, the localisation, the 3am comment, the Monday report. Not the strategy, and not the client relationship."
🟡 Not yet, describe today, don't date tomorrow
Native action-taking in paid media
The experience is insight-first: it diagnoses, recommends and drafts. Pushing budget and campaign changes back to Meta and Google from inside the platform is an explicit customer ask (Paytm), not a shipped capability.
Never say: "it optimises your campaigns automatically", "auto-apply lands next month."
Say instead: "Today it tells you what to change and drafts it; a human approves and pushes. Native execution is on the ask list, I won't put a date on it."
Technical buyers in consumer internet and media will test this specifically. Over-claiming here loses them permanently.
CRM connectors
Live today: Google Ads, Google Analytics (GA4), Meta Ads, AppsFlyer, CleverTap. Requested, not shipped: Salesforce, Microsoft Dynamics 365, Zoho.
Never say: "we integrate with Salesforce" as a present-tense fact.
Say instead: "Salesforce is the most common ask in your category and it's a Phase-2 conversation, usually gated on your own IT security clearance. Which CRM are you on?"
AI content that passes detection tooling
5paisa's P0: humanised content that passes ZeroGPT/Grammarly-style detection without earning a Google manual action. It is an active workstream, not a solved claim.
Never say: "our content passes AI detectors."
Say instead: "That's the single most important requirement we've heard from broking customers and it's actively being worked. I'm not going to tell you it's solved, I'd rather show you output on your own topics and let you run it through whatever you use."
Print-ready and open-file export (PSD / AI / CDR)
A recurring blocker across agency, BFSI and retail, raised again at Lenovo.
Never say: a delivery date. Say instead: "Take that as a requirement, tell me which formats and which team needs them, and I'll get you a written answer."
Channel coverage in Brand Moderator
Coverage is expanding, not complete. Bata's Phase 2 is actively adding YouTube, Quora, Reddit and MouthShut. Instagram DM acceptance has a known technical limitation. On Google Business Profile at Bata, actioning belongs to a different partner, our scope is sentiment and reporting.
Never say: "we cover every channel."
Say instead: "Tell me the exact channels that matter and I'll confirm which are live, which are in flight, and which we'd only read rather than action."
Consumer Insights depth
The module is mid-revamp. Some requested pieces, user-level cross-platform identity, a separate user-posts dashboard, emotion analysis, finer cohort breakdowns in spike detection, are backlog, not shipped.
Never say: roadmap features as if they're on the screen. Demo what's live.
🔵 Route it, take the requirement, don't answer
Any of these, the answer is the same shape: "Good question, and I want to give you an accurate answer rather than a fast one. Let me confirm and come back in writing."
| Ask | Owner |
|---|---|
| Any pricing figure: per creative, per adaptation, per credit, per query | Sales lead. See Pricing |
| White-label / OEM commercials (the Paytm shape) | Sales leadership, entirely undefined |
| Partner economics (Tensai and other sourcing partners) | Sales leadership, no documented structure |
| Customer-hosted, VPC / on-premise, bring-your-own LLM keys | Solutions + leadership. Requested by 5paisa, Dabur, Paytm, EloElo |
| Data residency architecture beyond "hosted in India, with flexibility to deploy on your cloud" | Solutions |
| SOC 2 / ISO / GDPR certification status and the security questionnaire | Whoever owns the compliance pack, start it day one. It's the longest pole in enterprise |
| Contractual usage caps, not-to-exceed clauses, per-unit contract pricing | Sales lead + finance |
| A written ROI guarantee or commercials anchored to an uplift KPI | CFO-level conversation, not an AE one |
| Video rate cards beyond an agreed pilot scope | Sales lead |
| Exclusivity in a category or territory | Sales leadership |
Two situational rules
Don't demo a live customer tenant as proof of accuracy until it reconciles
In August 2026 5paisa found a material spend discrepancy between our dashboard and Google Ads for the same period, plus brand/non-brand keyword misclassification. Fixes are in flight.
Before you put a live tenant on screen in front of a prospect: get view access to the source ad accounts and reconcile. A number that doesn't match their own platform is worse than no demo.
Don't quote another account's numbers as this account's
Brand Brain signal counts, source counts and stream counts are per-tenant and grow over time. Quote what is on the screen in front of you.
Adding to this page
If you catch yourself saying something on a call that you're not certain is true, or you find a wiki page that promises something we can't do, add it here. Include the tier, why it's wrong, and the sentence to use instead.
The point isn't caution for its own sake. Every entry here is something a customer would eventually have held us to.