PR firms report rise in 'AI washing' as UK companies rebrand ordinary automation as artificial intelligence
By
Brajeshwar
Sesame, salt, and substance. A flagship bake.
Summary
UK companies are pressuring PR firms to rebrand ordinary automation and non-tech businesses as "AI specialists" to capitalize on the technology's buzz. Communications executives report that bosses in low-tech industries are demanding they be pitched as artificial intelligence companies, even when they only use basic automation or no generative AI at all. PR professionals describe this "AI washing" as frustrating and transparent to journalists, who are increasingly skeptical of the term.
Key quotes
· 3 pulledYou can almost hear the eyes roll when you mention the word AI to a reporter.
UK companies are performing 'yoga-level' stretches to describe themselves as AI specialists.
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.
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