UK companies are increasingly rebranding themselves as artificial intelligence specialists, even when their products rely on standard automation, according to public relations executives. The practice, dubbed 'AI washing', involves stretching the definition of AI to attract media coverage and investment.
A south London publicist representing tech and design firms said: 'You can almost hear the eyes roll when you mention the word AI to a reporter. I've watched a steady stream of companies try to bolt the label AI on to whatever they do, no matter how tenuous the link.'
Imran Ariff, a media strategist at Fight or Flight, noted that brands can 'drink their own Kool-Aid' when proud of their work, leading them to overstate AI capabilities. Examples include a property company marketing a handheld scanner that generates floor plans as 'AI-powered', when it is merely automation.
An account director at a central London firm estimated that about 50% of AI-related press releases he sends out are unwanted. He described the trend as 'everyone's kind of become a bit numb to the AI-powered, AI-driven language'.
Some PRs have been forced to pitch clients as AI commentators, with one global agency worker citing 'Bikram yoga-level stretches' to justify AI mentions. The US shoe company AllBirds recently pivoted to acquiring AI graphics processing units, while genetics firms have hyped AI blood tests.
