‘AI washing’ won’t come out in the wash – what tech companies should really be focusing on

Revelations of ‘AI washing’ have come to the fore over the last week, with The Guardian revealing that UK companies are compelling PR execs to present standard automation as AI. It’s the product of a clamour by both emerging and established brands to rebrand themselves as AI. 

When companies inflate, misconstrue or even blatantly make up the role of AI in their offerings, be it their product or internal way of working, they are, sometimes unknowingly, AI washing. The most tenuous of links are used as an opportunity to label their product as AI; in reality, it’s the same, simple automation dressed up in new AI clothes. 

Yet AI washing has occurred for years, trickling into content after generative AI took off in 2022, and also before that, with new companies keen to position themselves as AI startups. It happens in various guises too. 

In 2024, it was reported that Amazon’s AI-powered Just Walk Out tech was in fact allegedly dependent on workers in India manually checking three quarters of transactions. And now, the trend seems to be using AI as a façade for job layoffs, in an attempt to show that a company is innovating and positively spinning a typically negative story. 

But why has AI washing become so prolific? Well, there’s a perception that if companies don’t position their tech as AI, then other companies won’t want to use their product or services, as these potential customers are themselves under pressure to adopt AI. But we’re already sailing through a sea of generic AI terminology, and differentiation has never been more sought after. 

So, what should companies focus on to avoid AI washing? 

Stay true to what you do… 

When it comes to brand messaging, there are of course ways to stir up excitement and creatively express the qualities of a company. And yes, there is a need to stay in touch with the latest movements and trends. But the best messaging accurately conveys what a brand actually does – something many companies can struggle to articulate – rather than jumping on the AI bandwagon and hitching a ride with all of the other AI companies. You can still travel on the same road, but you want your wagon to stand out on the journey. 

…and define it 

There’s two strands here: companies wanting to position themselves as AI and those who already have AI but need to define it. 

Companies can be so eager to adopt AI that they don’t take any time to think about what to use it for and why they need it. So, before making spurious AI claims, firmly establish where AI will sit in your company and how it will be used.

Then, much of the issue with AI washing arises from the broadness of the topic and, therefore, difficulties in defining it. As such, it’s better to find more specificity with your terminology.

If your product is AI-native, then that is a great quality to lean into. But if AI is bolted on as an additional feature, then demarcating where AI enhances your product plays a critical part in mitigating AI washing claims. 

This is often where terms like ‘AI-powered’ and ‘AI-enabled’ come into play. They can be necessary for succinctly describing a product, but only if AI is truly a driver behind the tech – and this is where more contextual information is needed to describe how or why it is AI. 

Prioritise real-world impact over the AI tag

While AI washing may lead to short-term monetary gains, when over-egged capabilities fail to match the reality of implementation, that’s when customer trust begins to crack. The more AI washing happens, the more businesses’ senses become attuned to spotting it and, subsequently, dampened by it. 

So, if your tech product delivers great value at what it does, then fight the urge to label it AI. The more products or brands garner the AI tag, the less of a differentiator it becomes – a reality that has already transpired. Far more interesting to both prospective clients and the media is the real-world impact it has, or potentially has: if you use AI, great, but faking it isn’t necessary. 

Clarity the ultimate stain remover 

Conformity is the antithesis of standing out, yet it’s also seen by brands as necessary to appeal to their market’s appetite. But the art of PR is aligning with the latest trends while simultaneously creating a clear style and category that distinguishes your company in your market. 

Brands might think that their AI washing will come out in the wash, a tactic that sparks interest and then ceases to be an issue. But it can leave some stubborn stains on customer trust that require some PR finessing to get out. 

What it comes down to, above all, is clarity. Are you clearly outlining how your product solves an issue? And crucially, where does AI sit within that?

AI washing has become an all-too-noticeable feature in the media. In this environment, PR messaging that stays true to what you do is where the real value lies.