tech
‘AI washing’: firms are scrambling to rebrand themselves as tech-focused
PR executives say UK companies are forcing them to present ordinary automation as artificial intelligence
TL;DR
- UK companies are demanding PR firms present basic automation as artificial intelligence.
- PR executives find it challenging to pitch these claims to journalists, who are skeptical.
- The practice, known as 'AI washing,' involves rebranding familiar technologies as AI.
- Examples include shoe companies acquiring AI graphics cards and genetics companies hyping AI-powered blood tests.
- Companies are also seeking to position themselves as AI commentators, even without direct relevance.
- The overuse of 'AI-powered' and 'AI-driven' language has made audiences numb.
- Some companies try to incorporate 'AI' into product names to appear more advanced.