A growing number of UK companies are being accused of exaggerating their use of artificial intelligence to capitalize on the global AI boom.
Public relations professionals say businesses across non-tech industries are increasingly rebranding traditional automation systems and existing software tools as advanced AI-driven products.
The trend was described as "yoga-level stretching," referring to how companies bend definitions of artificial intelligence to appear more technologically advanced than they actually are.
AI Washing Becomes a Growing Marketing Trend
Communications experts report that many organizations now insist on labeling their products as AI-powered, even when they rely on basic automation rather than machine learning or generative AI systems.
According to The Guardian, a London-based publicist noted that journalists have become increasingly skeptical of AI-related pitches due to the overwhelming number of exaggerated claims circulating in the market. As a result, many media professionals now dismiss vague or overused AI branding in press releases.
According to Imran Ariff, a media strategist for Fight or Flight, corporate leadership teams are also driving the trend, often pressuring marketing departments to include "AI" in product descriptions regardless of whether the technology is meaningfully involved.
Marketing Teams Struggle With Overstated Claims
Public relations strategists say the demand for AI branding has created internal challenges for communications teams. Many report having to reject or heavily revise press materials that overstate the role of artificial intelligence in products and services.
In some cases, companies have reportedly rebranded long-standing automation tools as AI-powered solutions to align with current market trends. This includes basic scanning or workflow systems being labeled as advanced AI technologies, despite lacking machine learning capabilities.
Experts warn that while genuine AI tools can improve efficiency and decision-making, many marketed solutions do not reflect the sophistication associated with modern artificial intelligence.
Balancing Innovation Claims and Credibility
By the time AI becomes central to corporate strategy, businesses face increasing pressure to present themselves as AI innovators. However, communications experts caution that overstating capabilities may harm credibility and lead to greater skepticism from both journalists and consumers.
A communications director estimated that a significant portion of AI-related pitches contain exaggerated or misleading claims, highlighting the scale of the issue across the industry.
Still, UK businesses bet big on AI. They were torn whether this could be the game-changer in the industry or a troublemaker in the making.
Originally published on Tech Times
