AI washing': firms are scrambling to rebrand themselves as tech-focused

UK companies are increasingly describing themselves as AI specialists to benefit from public interest in AI. Communications executives say bosses in non-AI industries or businesses using automation but not generative AI are demanding pitches to journalists that frame the brands as artificial intelligence companies. Publicists report that mentioning “AI” can trigger skepticism from reporters and that many firms attach the label to unrelated activities. Examples include a US shoe company acquiring AI graphics processing units, genetics firms promoting AI-powered blood tests, and press releases about AI-powered basketball hoops and AI-powered lasers for crowded underground platforms. Some companies are accused of AI-washing by rebranding older technologies as AI, while PR teams complain about being forced to send AI press releases despite low media pickup rates.

"UK companies are performing yoga-level stretches to describe themselves as AI specialists in an attempt to capitalise on the buzz around the technology, public relations firms have said. Weary communications executives tasked with securing media coverage for brands have complained that bosses in low-tech industries or running businesses that use automation but not generative AI, are increasingly demanding they are pitched to journalists as artificial intelligence companies."

"You can almost hear the eyes roll when you mention the word AI to a reporter, said a publicist in south London who represents a portfolio of tech and design firms. 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 for Fight or Flight, a London-based communications agency, said: It can be easy for brands to drink their own Kool-Aid' when they're so proud of what they're doing and consequently, go too far in their efforts to promote their AI capabilities."

"Last month, the US shoe company AllBirds pivoted to to acquiring AI graphics processing units, while genetics companies have hyped AI-powered blood tests. In inboxes this month, there have been press releases about AI-powered basketball hoops, and AI-powered lasers that somehow protect women from predators on crowded underground platforms. Some companies have been accused of AI washing, trying to rebrand familiar, often years-old, technologies as AI."

"PRs whose job it is to send tens, or hundreds, of pitches to journalists each week, the vast majority of which get ignored have complained about being forced to send out AI-related press releases under duress despite their industries' image for unscrupulously hyping up products. A lot of companies are trying to name every single product with AI' first,"

Read at www.theguardian.com