‘AI washing’: firms are scrambling to rebrand themselves as tech-focused
AI washing – As the hype around artificial intelligence intensifies, businesses across industries are adopting increasingly creative strategies to position themselves as AI innovators. Public relations professionals have noted that UK companies are stretching the definition of AI to reframe their identities, often touting automation as a stepping stone to the broader tech revolution. This trend, dubbed “AI washing,” has sparked frustration among PR experts who are tasked with crafting narratives that align brands with the cutting-edge image of AI, even when the connection feels forced.
The Rise of AI Washing
According to communications executives, many firms in low-tech sectors are now demanding their PR teams frame them as artificial intelligence pioneers. This demand has led to a surge in press releases that blend AI terminology with mundane products, creating a phenomenon where the label “AI” is applied broadly, sometimes without clear justification. “You can almost hear the eyes roll when you mention the word AI to a reporter,” said a publicist in south London, representing a range of tech and design firms. “It’s not uncommon to see companies attaching the AI tag to anything, no matter how tenuous the link.”
“I’ve watched a steady stream of companies try to bolt the label AI on to whatever they do,” the PR professional added. “They’re doing this to capitalise on the technology’s growing influence, even if the connection between their offerings and AI is minimal.”
Imran Ariff, a media strategist at Fight or Flight, a London-based communications agency, highlighted how brands can become overly eager to promote their AI credentials. “It can be easy for brands to ‘drink their own Kool-Aid’ when they’re so proud of what they’re doing,” he explained. “They end up overextending their claims, which can dilute the true meaning of AI.” This overuse of the term has led to a situation where the word “AI” feels like a marketing buzzword rather than a genuine innovation.
Corporate Pitches and Forced Alignment
Recent examples illustrate the extent of this rebranding push. Last month, the US shoe company AllBirds shifted its focus to acquiring AI graphics processing units, despite its core product being footwear. Similarly, genetics firms have begun promoting AI-powered blood tests, while inboxes this month have seen press releases about AI-powered basketball hoops and lasers that—according to their creators—somehow protect women from predators on crowded underground platforms. These claims have left PR teams struggling to maintain credibility.
“People are littering marketing with how AI is making a difference,” said an account director at another firm based in central London. “It’s an ‘AI-driven’ or ‘AI-powered’ product when in reality, it’s just better automation than we’ve seen before.”
One particularly absurd example involved a property company attempting to market a tool that scans buildings and generates floor plans as AI. “It’s just a handheld scanner,” the PR professional noted. “There’s probably elements of AI in it that speed up the process, but it’s essentially automation.” This kind of overreach has made PR workers question the authenticity of AI claims, with some expressing that about half of the stories they pitch no longer feel worth sending out.
A Shift in Corporate Narratives
Meanwhile, company leaders are pushing their teams to adopt AI-centric language, even when it’s not warranted. “Bosses want to be seen as commentators on the technology to appear relevant,” said a PR representative from a global agency with offices in New York and London. “I’ve seen some Bikram yoga-level stretches by brands to manufacture reasons to talk about AI.” These efforts often result in press releases that are more about appearing tech-savvy than delivering meaningful insights. “No journalist is going to include our comment about the government’s sovereign AI fund just because we released a chatbot,” the professional added, underscoring the challenge of standing out in a saturated market.
Large corporations are also reevaluating their relationship with AI, as they navigate the technology’s impact on employment and business strategies. Standard Chartered’s CEO recently apologised after referring to employees at risk of being replaced by AI as “lower-value human capital,” a remark that drew mixed reactions. While some see AI as a transformative force, others are critical of how it’s being used to justify job cuts. The company’s statement highlights the growing tension between technological progress and its human cost.
Investor Indifference and Market Resilience
Despite the ongoing AI-driven narrative, stock market investors have remained largely unfazed by the current wave of excitement. Recent concerns about the AI boom, combined with inflation and geopolitical tensions like the war in Iran, have not dented their confidence. “They’re shrugging off the AI frenzy as if it’s just another passing trend,” said a financial analyst. “Investors know that not every AI promise will deliver real value, but they’re still willing to overlook it for now.”
For PR professionals, the situation is a double-edged sword. On one hand, the demand for AI-related pitches has increased the volume of work they must handle. On the other, it has forced them to prioritise creativity over accuracy, often tailoring messages to fit the narrative rather than reflecting the product’s true capabilities. “The pressure is on to make every story sound AI-centric,” said a communications strategist. “But we’re starting to see the cracks in this facade.”
As the AI narrative continues to evolve, the challenge for PR teams is to strike a balance between leveraging the trend and avoiding the pitfalls of overhyping. With companies scrambling to align themselves with the technology, the question remains: how much of this rebranding is genuine, and how much is simply a reflection of the market’s desire for innovation? The answer may lie in the way industries adapt their messaging to stay relevant in a rapidly changing landscape.
Moreover, the phenomenon of AI washing is not limited to product descriptions. It has permeated corporate branding, with many organisations seeking to associate themselves with AI’s futuristic appeal. This has led to a situation where even non-tech businesses are being marketed as pioneers of the AI revolution, sometimes at the expense of clarity. “It’s becoming harder to distinguish between actual innovation and marketing theatrics,” said a senior PR executive. “The line is blurred, and the public is starting to question whether AI is being overused to justify existing strategies.”
As the demand for AI-centric narratives grows, so does the pressure on PR teams to meet it. This has created a cycle where companies are pushed to rebrand, and PR professionals are tasked with translating that into compelling stories. While the term “AI washing” captures the essence of this trend, it also reflects a deeper issue: the struggle to maintain authenticity in an era where every business wants to be seen as a tech leader. For now, the market continues to embrace these efforts, but the long-term impact of this strategy remains uncertain.
