- Many companies in the UK are performing “yoga-like stretches” to claim they are AI businesses, aiming to capitalize on the media wave surrounding artificial intelligence.
- PR experts say many executives in industries with little connection to technology are forcing their communications teams to promote the company as an AI startup.
- Numerous businesses use only basic automation but still attempt to describe their products as “AI-powered” or “AI-driven” to attract the press and investors.
- A London-based PR expert noted that journalists now almost “roll their eyes” whenever AI is mentioned because it has been so overused in media.
- The shoe company AllBirds was criticized after announcing a “pivot” to buying AI GPUs, despite its core business having no direct link to generative AI.
- Recent press releases have promoted products like AI basketball hoops, AI anti-predator lasers, or AI blood tests, even though the AI application is very vague.
- The term “AI washing” is becoming increasingly popular to describe the rebranding or re-marketing of old technologies as AI to create a sense of modernity.
- A PR account manager shared that many companies are trying to add the word “AI” to product names when they are actually just making standard automation improvements.
- One example cited was a real estate company promoting an automated floor plan scanner as AI, even though the technology is primarily just an automated scanner.
- A communications staffer revealed that for about 50% of the AI press releases they send to the media, they personally feel reluctant because the claims are so exaggerated.
- Businesses are also trying to turn their leaders into “AI experts” to comment on tech policy and maintain an image of keeping up with trends.
- Amidst large-scale layoffs due to AI, the CEO of Standard Chartered recently had to apologize after referring to employees at risk of losing their jobs as “low-value human capital.”
📌 “AI washing” is becoming a new trend as a series of businesses attempt to label products and services that are merely basic automation as AI. PR experts state that the press and customers are gradually losing interest in the phrase “AI-powered” due to its excessive abuse. This phenomenon reflects the immense pressure on businesses to appear relevant to AI amidst a wave of global job cuts and technological competition.
