‘AI washing’: firms are scrambling to rebrand themselves as tech-focused
Summary
Many UK companies are trying hard to label themselves as experts in artificial intelligence (AI) to gain attention, even if their products only have a small connection to AI. Public relations workers say this trend, called “AI washing,” involves overstating how much AI is actually used, which can make stories about AI less interesting to journalists.Key Facts
- UK companies in various industries are trying to brand themselves as AI-focused to benefit from current excitement about the technology.
- Public relations experts report that some companies exaggerate or stretch the truth about their AI capabilities.
- Examples include a shoe company buying AI graphics processing units and companies promoting AI-powered tests, basketball hoops, and lasers.
- Many products called “AI-powered” are actually advanced versions of automation rather than true AI technology.
- PR professionals often feel pressured to create AI-related marketing even when the connection to AI is weak.
- About half of AI-related press releases sent to journalists are seen as overstated or unnecessary by PR workers.
- Some companies want their leaders to comment on AI topics to appear relevant to the technology discussion.
- Large firms are balancing how much they associate themselves with AI amid job cuts and technology changes.
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