UK firms 'AI-washing' frustrates PR pros

Many UK companies are trying to rebrand themselves as AI firms to cash in on the hype. PR professionals are tired of it, complaining that businesses using basic automation are asking to be called 'AI companies'.

US shoe brand Allbirds recently claimed to enter AI, and some genetic testing firms are pushing so-called AI blood tests. Newsrooms are flooded with pitches for AI basketball hoops and AI laser systems. PR folks say this is 'AI-washing'—repackaging old tech as new AI products.

A PR director in central London says marketing materials are full of 'AI-driven' and 'AI-powered' buzzwords, but the actual tech is often basic. He admits about half the press releases he gets are too overhyped to send out.