As AI product promotion faces growing scrutiny, companies like Apple, Google, Microsoft, and Samsung are adjusting their marketing strategies. Regulatory bodies such as the National Advertising Division and the Federal Trade Commission are emphasizing the need for accurate claims about technology capabilities. This shift comes as the difficulty in verifying AI functionalities has led to retractions or revisions of promotional materials. Large tech firms are increasingly utilizing elaborate campaigns while facing challenges in substantiating their AI features' real-world performance, prompting a reevaluation of how these products are marketed.
"When you market AI like magic, you're going to invite scrutiny... It's a performance claim, and you need to back that up with something more than a keynote and a catchphrase."
"Major technology companies are reassessing the way they promote artificial intelligence features after increased scrutiny from industry and federal regulators."
"That is the struggle in a lot of these cases around AI tools and products," Laura Protzmann said, addressing the difficulty of verifying AI system capabilities.
"Over the past year, Apple, Google, Microsoft, and Samsung have revised or retracted several marketing claims about their latest AI products, responding to concerns that promotional materials may overstate what these systems can do."
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