‘AI washing’: firms are scrambling to rebrand themselves as tech-focused | AI (artificial intelligence) | The Guardian

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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 EDTLast modified on Sun 24 May 2026 09.27 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 industries or running businesses that use automation but not generative AI, are increasingly demanding they are pitched to journalists as artificial intelligence companies.“You can almost hear the eyes roll when you mention the word AI to a reporter,” said a publicist in south London who represents a portfolio of tech and design firms. “I’ve watched a steady stream of companies try to bolt the label AI on to whatever they do, no matter how tenuous the link.”Imran Ariff, a media strategist for Fight or Flight, a London-based communications agency, said: “It can be easy for brands to ‘drink their own Kool-Aid’ when they’re so proud of what they’re doing and consequently, go too far in their efforts to promote their AI capabilities.”Last month, the US shoe company AllBirds “pivoted” to to acquiring AI graphics processing units, while genetics companies have hyped AI-powered blood tests. In inboxes this month, there have been press releases about AI-powered basketball hoops, and AI-powered lasers that – somehow – protect women from predators on crowded underground platforms.Some companies have been accused of “AI washing”, trying to rebrand familiar, often years-old, technologies as “AI”.View image in fullscreenThe shoe company AllBirds was said to have ‘pivoted’ to acquiring AI graphics processing units last month. Photograph: Bloomberg/GettyTechnology PRs – whose job it is to send tens, or hundreds, of pitches to journalists each week, the vast majority of which get ignored – have complained about being forced to send out AI-related press releases under duress despite their industries’ image for unscrupulously hyping up products.“A lot of companies are trying to name every single product with ‘AI’ first, or trying to get ‘AI’ into an actual product name,” said an account director at another firm, based in central London.“People are littering marketing with how AI is making a difference. It’s an ‘AI-driven’ or ‘AI-powered’ product when in reality, it’s just better automation than we’ve seen before.”As an example, he described a property company trying to market a tool that would scan a building and generate its floor plan as AI.“It’s just a handheld scanner. There’s probably elements of AI in it that sort of speed the process up … but it’s actually just automation,” he said. “It’s not the kind of AI that many of us assume it to be.”He added: “Everyone’s kind of become a bit numb to the AI-powered, AI-driven language. It depends company by company, but I would say about 50% of the stories I send out, I don’t want to send out.”Communications workers also said that bosses were asked to be presented as commentators on the technology to appear relevant.“I have seen some Bikram yoga-level stretches by brands in service of trying to manufacture reasons to talk about AI,” said a PR working for a global agency with offices in New York and London.“It’s something we often have to counsel against, like ‘no journalist is going to include our comment about the government’s sovereign AI fund just because we released a chatbot.’”Large companies around the world are assessing how closely they want to align their image with AI as they make thousands of job cuts and implement the technology. Last week, the chief executive of Standard Chartered apologised after describing workers poised to lose their jobs to AI as “lower-value human capital”.Stock market investors have largely shrugged off recent jitters over the AI boom, as well as rising inflation and the war in Iran.Explore more on these topicsAI (artificial intelligence)Technology sectorMarketing & PRnewsShareReuse this contentMost viewedMost viewedUKUS politicsWorldClimate crisisMiddle EastUkraineFootballNewslettersBusinessEnvironmentUK politicsScienceTechGlobal developmentObituariesNewsOpinionSportCultureLifestyleOriginal reporting and incisive analysis, direct from the Guardian every morningSign up for our emailAbout usHelpComplaints & correctionsContact usTip us offSecureDropPrivacy policyCookie policyTax strategyTerms & conditionsAll topicsAll writersNewslettersDigital newspaper archiveBlueskyFacebookInstagramLinkedInThreadsTikTokYouTubeAdvertise with usGuardian LabsSearch jobsWork with usAccessibility settings Back to top© 2026 Guardian News & Media Limited or its affiliated companies. 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Firms are currently engaged in a scramble to rebrand themselves as artificial intelligence specialists, a practice described as "AI washing," in an effort to capitalize on the current public enthusiasm for the technology. This trend is being scrutinized by public relations firms, which report that communications executives face pressure to present routine automation as artificial intelligence to secure media coverage. Publicists have noted that there is a steady stream of companies attempting to affix the AI label to whatever they do, regardless of the actual technological link.

Communications professionals have expressed frustration regarding this demand, observing that requests to pitch companies as AI entities can be met with skepticism from journalists. They point out that many businesses operating in low-tech industries or those utilizing automation without generative artificial intelligence are being pushed to frame themselves as AI companies. This dynamic suggests a divergence between corporate marketing narratives and the actual technological sophistication of the products or services being offered.

The phenomenon involves companies attempting to infuse terms like "AI-driven" or "AI-powered" into their product names or marketing to enhance perceived value, even when the underlying mechanism is primarily advanced automation. For instance, a property company marketing a tool for scanning a building and generating a floor plan is described by a media strategist as simply employing automation that speeds up a process, rather than true artificial intelligence. This highlights a tendency for companies to use advanced terminology to create an impression of technological leadership.

Specific examples illustrate this practice, including a shoe company that pivoted to acquire artificial intelligence graphics processing units, and genetics companies hyping AI-powered blood tests. Furthermore, various unrelated products have been marketed using AI terminology, such as AI-powered basketball hoops and AI-powered lasers. Critics argue that this practice results in "littering marketing" with AI references where the reality is less profound than the hype suggests.

Beyond product marketing, there is a concern about the pressure placed on executives to serve as commentators on the technology. Publicists have observed that businesses are being asked to perform "yoga-level" stretches to manufacture justification for discussing AI, such as releasing a chatbot, with the expectation that journalists will include their commentary. However, communications experts caution that journalists are generally unwilling to include such commentary unless it carries significant weight, suggesting that the narrative surrounding AI is often manufactured for public relations purposes rather than reflecting genuine technological advancement.

As large corporations implement these changes, they are also navigating the impact of technology on employment. This is evidenced by corporate leadership addressing the potential displacement of workers due to automation, with an example cited from the chief executive of Standard Chartered who apologized for describing workers poised to lose their jobs to AI as "lower-value human capital." Despite these shifts, stock market investors have largely remained unperturbed by the AI boom, alongside other economic concerns.