‘AI washing’: firms are scrambling to rebrand themselves as tech-focused

PR executives say UK companies are forcing them to present ordinary automation as artificial intelligence

UK 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.