'AI washing': firms are scrambling to rebrand themselves as tech-focused
5 hours ago
- #technology PR
- #AI hype
- #corporate branding
- UK companies are engaging in 'yoga-level' stretches to label themselves as AI specialists to capitalize on the technology's buzz.
- PR executives report pressure from bosses in low-tech industries to pitch companies as AI-focused, even when using only basic automation.
- Examples include AI-powered products like basketball hoops and lasers, with some accused of 'AI washing' older technologies.
- Communications workers note that overuse of AI terminology has led to numbness among journalists and the public.
- Companies also attempt to position themselves as AI commentators to appear relevant, often without substantive expertise.
- Investors remain unfazed by AI hype, despite concerns over job cuts and ethical issues like dehumanizing language from executives.