UK Companies Accused of 'AI Washing' as Businesses Overstate Artificial Intelligence Use

A growing number of UK companies are accused of exaggerating artificial intelligence use to take advantage of the global AI boom. Public relations professionals report that non-tech businesses increasingly rebrand traditional automation systems and existing software as advanced AI-driven products. Communications experts say organizations label products as AI-powered even when they rely on basic automation rather than machine learning or generative AI. Journalists have become skeptical of AI pitches due to frequent exaggerated claims, leading many media professionals to dismiss vague AI branding in press releases. Corporate leadership teams are also reported to pressure marketing departments to include “AI” in product descriptions regardless of meaningful involvement. Communications teams then struggle to reject or revise overstated claims, including relabeling long-standing scanning or workflow tools as AI solutions without machine learning capabilities.

"A growing number of UK companies are being accused of exaggerating their use of artificial intelligence to capitalize on the global AI boom. Public relations professionals say businesses across non-tech industries are increasingly rebranding traditional automation systems and existing software tools as advanced AI-driven products. The trend was described as “yoga-level stretching,” referring to how companies bend definitions of artificial intelligence to appear more technologically advanced than they actually are."

"Communications experts report that many organizations now insist on labeling their products as AI-powered, even when they rely on basic automation rather than machine learning or generative AI systems. According to The Guardian, a London-based publicist noted that journalists have become increasingly skeptical of AI-related pitches due to the overwhelming number of exaggerated claims circulating in the market. As a result, many media professionals now dismiss vague or overused AI branding in press releases."

"According to Imran Ariff, a media strategist for Fight or Flight, corporate leadership teams are also driving the trend, often pressuring marketing departments to include “AI” in product descriptions regardless of whether the technology is meaningfully involved. Public relations strategists say the demand for AI branding has created internal challenges for communications teams. Many report having to reject or heavily revise press materials that overstate the role of artificial intelligence in products and services."

"In some cases, companies have reportedly rebranded long-standing automation tools as AI-powered solutions to align with current market trends. This includes basic scanning or workflow systems being labeled as advanced AI technologies, despite lacking machine learning capabilities. Experts warn that while genuine AI tools can imp"

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