PR Leaders Call Out ‘AI Washing’ as Brands Overstate Tech Credentials

TL;DR: UK public relations firms say up to 50 % of AI‑focused press releases are overstated, labeling routine automation as artificial intelligence.

Companies across Britain are stretching language to claim AI expertise, hoping to ride the hype surrounding generative models. The trend has left PR teams wary of pitching stories that journalists view as thinly veiled automation.

A south‑London publicist noted that reporters often roll their eyes when a brand drops the word “AI.” The sentiment reflects a broader fatigue: firms in low‑tech sectors are being urged to present every product as “AI‑powered,” even when the underlying technology is simple automation.

Imran Ariff, a media strategist at Fight or Flight, warned that internal enthusiasm can blind brands to the gap between genuine AI capability and marketing hype. “It’s easy for brands to ‘drink their own Kool‑Aid’ and go too far in promoting AI,” he said.

An account director in central London put numbers to the phenomenon, estimating that roughly half of the AI‑related press releases he handles are unwarranted. He described a property‑tech tool that scans buildings and produces floor plans as “just a handheld scanner with a touch of AI to speed the process,” not the sophisticated AI many assume.

The push for AI branding extends beyond tech firms. Last month, shoe maker AllBirds announced a shift to AI graphics processing units, while genetics companies touted AI‑driven blood tests. Recent press releases have even claimed AI‑powered basketball hoops and lasers that protect women on underground platforms.

PR professionals report pressure to position senior executives as AI commentators, even when the company’s product line lacks true AI. One global agency employee likened the practice to “Bikram yoga‑level stretches,” forcing brands to manufacture reasons to discuss AI.

The backlash is not limited to media circles. Investors have largely ignored the hype, focusing instead on inflation, geopolitical tensions, and job cuts linked to automation. Nonetheless, the risk of “AI washing” – rebranding existing technology as AI – threatens to erode trust between brands, journalists, and the public.

What it means: As the AI buzz matures, firms that overstate capabilities may face growing scepticism, prompting journalists to demand clearer evidence of genuine AI. Watch for tighter editorial standards and a possible shift toward more transparent AI disclosures in corporate communications.