Eight PR: How To Spot AI Washing

· Public Relations,Tech PR

AI Washing

Deceptive Marketing in the AI Industry

AI washing is a deceptive marketing practice where companies exaggerate or misrepresent the extent of their use of AI technology in their products and services.

The goal is to make the offerings seem more advanced and innovative than they actually are, in order to capitalize on the growing popularity and hype around AI.

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- Green Washing

Key Points About AI Washing

- It involves making false or misleading claims about a product's AI capabilities, such as promising AI-powered features that don't actually exist or are very limited.

- This can be done by using the broad term "AI" loosely to describe basic automation or data analysis features, even if they don't involve true artificial intelligence.

- AI washing is often compared to "greenwashing", where companies make deceptive environmental claims to appear more eco-friendly.

- It can mislead consumers, investors, and regulators, and may violate securities laws requiring accurate disclosures.

- Regulators like the SEC and FTC have warned against AI washing and urged companies to be transparent about their actual AI capabilities and use.

- The ease of integrating basic AI features through APIs has made it easier for companies to engage in AI washing, even if they lack deep in-house AI expertise.

How To Spot AI Washing

  • Look for vague or exaggerated AI capabilities without specifics.
  • Check for loose use of "AI" to describe basic features.
  • Beware of misleading statements about AI use or non-existent AI features.
  • Watch for AI-generated content signs like unnatural appearance.
  • Scrutinize heavy AI promotion without technical details.
  • Check for regulatory actions due to deceptive AI claims.
  • Read product or service reviews especially the 4 and 2 star ratings.

Be skeptical of grandiose AI claims and seek concrete evidence.

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