UK PR firms see AI‑washing surge as firms rebrand
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- UK communications executives report that firms across low‑tech sectors are demanding to be pitched as AI specialists, fueling a surge in “AI washing.”
- AllBirds recently pivoted to acquiring AI graphics processing units, a move highlighted as an example of AI‑focused rebranding.
- Genetics companies have promoted AI‑powered blood tests, while recent press releases tout AI‑powered basketball hoops and AI‑powered lasers for women’s safety on underground platforms.
- Imran Ariff of Fight or Flight warns that brands can become “drunk on their own Kool‑Aid” and over‑promote AI capabilities beyond genuine automation.
- London‑based PR firms say roughly half of their pitches now include “AI‑driven” or “AI‑powered” language, even when the underlying technology is merely automation, such as a handheld scanner marketed as AI.
Why it matters: PR agencies are forced to allocate resources to half of their pitches that now contain AI claims, while companies risk reputational damage and possible regulatory scrutiny as hollow AI branding erodes trust.
