‘AI washing’: firms are scrambling to rebrand themselves as tech-focused
UK companies are increasingly rebranding themselves as AI specialists, even when their technology does not involve true artificial intelligence. Public relations executives report that businesses are attempting to label ordinary automation as AI to capitalize on the technology's popularity. This trend has led to accusations of 'AI washing,' where companies exaggerate their AI capabilities to attract media attention.
- ▪Public relations firms have noted that UK companies are stretching definitions to present themselves as AI-focused.
- ▪Many businesses are marketing familiar technologies as AI, despite them being just advanced automation.
- ▪Communications workers express frustration over being pressured to promote products as AI-driven when they are not.
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Students in Bucharest interact with an AI-driven humanoid robot. Photograph: Robert Ghement/EPAView image in fullscreenStudents in Bucharest interact with an AI-driven humanoid robot. Photograph: Robert Ghement/EPAAI (artificial intelligence)‘AI washing’: firms are scrambling to rebrand themselves as tech-focusedPR executives say UK companies are forcing them to present ordinary automation as artificial intelligence Aisha DownSun 24 May 2026 02.00 EDTSharePrefer the Guardian on GoogleUK 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…
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