UK firms in low-tech industries are overstating their AI capabilities to ride the technology hype, often mislabeling automation as artificial intelligence for media attention.
Businesses are trying to rebrand familiar technologies as 'AI'
May 24, 2026
04:06 pm
What's the storyUK companies are adopting "yoga-level" stretches to portray themselves as AI specialists, a trend fueled by the hype surrounding the technology.
Public relations firms have noted that executives from low-tech industries or those using automation without generative AI are increasingly asking to be pitched as artificial intelligence companies.
‘AI washing’: firms are scrambling to rebrand themselves as tech-focused
The Future of AI in Business: What's Actually Changing and What's Just Hype
Smart tech reshaping hiring trends, workplace dynamics
I've led companies through every major tech disruption. AI washing is the same mistake, every time | Fortune
Amid heavy AI use, workers say their skills are atrophying
The Best Manufacturers Build AI with Workers, Not for Them
How VCs and founders use inflated ‘ARR’ to crown AI startups | TechCrunch
PR executives say UK companies are forcing them to present ordinary automation as artificial intelligence
Many companies today overpromise what they can do with AI. They should learn from efforts to combat greenwashing and tighten…
“What I'm seeing happening is the humans are coming back into the loop," Kelly Monahan, MD of the Upwork Research Institute, told…
While AI is having an impact on the workplace, experts suggest tariffs, overhiring during the pandemic and simply maximising…
Some economists are warning there’s no sign of AI-related job displacement appearing in the labor data. Altman claimed it’s just…
The trend is exacerbating a broader issue of ‘AI slop’, which blurs the line between fiction and reality, gradually eroding trust…
