Companies in the UK are stretching their definitions to label themselves as specialists in artificial intelligence (AI), seeking to take advantage of the current excitement surrounding this technology, according to public relations agencies.
Public relations professionals are voicing their frustrations as executives from less tech-focused industries are increasingly insisting they be presented to the media as AI-driven ventures, despite their operations primarily involving automation rather than generative AI. A south London publicist representing various tech and design firms remarked, “You can almost sense the skepticism from journalists whenever AI is mentioned. I’ve seen a growing number of companies trying to attach the AI label to their offerings, regardless of how far-fetched their connections are.”
Imran Ariff, a media strategist with Fight or Flight, a communications agency based in London, noted, “Brands can easily get carried away with their own enthusiasm, which may lead them to exaggerate their AI capabilities.”
Recently, the U.S. footwear brand AllBirds announced a strategic move to acquire AI graphics processing units. Meanwhile, several genetics firms are promoting AI-driven blood tests, and press releases have emerged this month featuring items such as AI-enhanced basketball hoops and AI technology designed to protect women in crowded subway stations.
Accusations of “AI washing” have emerged, with some companies attempting to rebrand longstanding technologies as “AI” innovations.
Technology PR specialists, who routinely send numerous pitches to journalists—most of which go unnoticed—expressed concern over the pressure to distribute AI-related news releases, especially given their industry’s reputation for overhyping products. An account director from a central London firm remarked on the trend of companies trying to incorporate “AI” into product names or touting advancements as AI-driven, even when they are simply improvements in automation.
He provided an example of a real estate company promoting a scanning tool that generates floor plans, labeling it as an AI product. “It’s just a handheld scanner. While bits of AI may assist in speeding up the process, fundamentally, it’s just advanced automation,” he explained. “The term ‘AI’ has started to lose its impact. Depending on the company, I estimate that 50% of the pitches I send out are ones I’d prefer not to have to deliver.”
Communications professionals shared that executives are also being asked to portray themselves as knowledgeable commentators on AI to stay relevant in conversations. “I’ve witnessed some remarkable attempts by brands to find ways to insert themselves into discussions about AI,” said a public relations expert from an international agency with offices in New York and London. “Frequently, we have to advise against this because journalists aren’t going to care about our take on the government’s AI initiatives just because we launched a chatbot.”
Across the globe, major corporations are deliberating on how closely they wish to associate their brands with AI amidst significant job reductions and technological integration. Recently, the CEO of Standard Chartered faced backlash after referring to employees at risk of job losses to AI as “lower-value human capital.”
Despite recent anxiety related to the AI surge, inflation, and geopolitical tensions, stock market investors seem largely unfazed.
