UK companies are increasingly attempting to rebrand themselves as specialists in artificial intelligence (AI), according to public relations firms. This trend, referred to as ‘AI washing,’ involves businesses in low-tech sectors presenting ordinary automation as advanced AI to capitalize on the technology’s current buzz.
Pressure on PR Firms
Communications executives have expressed frustration over the demands from company leaders to market their brands as AI-driven, even when the connection to AI is tenuous. A publicist from south London noted, “You can almost hear the eyes roll when you mention the word AI to a reporter.” This sentiment reflects a growing trend where companies attempt to attach the AI label to their products and services, regardless of their actual technological capabilities.
Examples of AI Washing
Recent examples illustrate this phenomenon. The US shoe company AllBirds recently pivoted to acquiring AI graphics processing units, while genetics firms have promoted AI-powered blood tests. Other bizarre claims include AI-powered basketball hoops and lasers designed to protect women in crowded spaces. Such examples have led to accusations of companies engaging in ‘AI washing’ by rebranding established technologies as AI.
Challenges for Communications Professionals
PR professionals are tasked with sending numerous pitches to journalists, many of which are ignored. They report being pressured to issue AI-related press releases, even when the technology does not warrant such claims. An account director from a central London firm remarked, “A lot of companies are trying to name every single product with ‘AI’ first, or trying to get ‘AI’ into an actual product name.” This has led to a dilution of the term, with many products described as ‘AI-driven’ or ‘AI-powered’ being little more than improved automation.
Market and Regulatory Implications
As companies navigate this landscape, they are also reassessing their alignment with AI amidst significant job cuts and the implementation of new technologies. The CEO of Standard Chartered recently faced backlash for referring to employees at risk of losing their jobs to AI as “lower-value human capital.” Meanwhile, stock market investors appear largely unfazed by the ongoing AI boom, inflation concerns, and geopolitical tensions.
This article was produced by NeonPulse.today using human and AI-assisted editorial processes, based on publicly available information. Content may be edited for clarity and style.
