UK companies are increasingly labeling ordinary automation and basic software tools as 'AI' to capitalize on the technology's hype, according to PR executives. Communications professionals describe being pressured to pitch non-AI products as AI-powered to journalists, with roughly 50% of AI-related press releases sent under duress. The trend, dubbed 'AI washing,' spans industries from shoes to property, with companies rebranding years-old automation as cutting-edge artificial intelligence. Journalists have grown numb to the AI-powered language, and PR workers say the practice damages credibility.
Sort: