As technology evolves, it becomes harder to tell ‘real’ AI from marketing 2025
The term “AI washing” is used to describe the deceptive marketing tactic of overstating the role of artificial intelligence (AI) in a product or service. Companies may use buzzwords like “smart” or “machine-learning” to make their products seem more advanced than they really are, or they may even outright claim to have used AI in their products when they haven’t.
This can be misleading for consumers, who may believe that they are buying a product with cutting-edge AI capabilities. It can also damage trust in the AI industry as a whole.
There are a number of reasons why companies might engage in AI washing. Some may be trying to attract investment or boost their stock prices. Others may simply be trying to keep up with the competition.
Here are some signs that a company might be engaging in AI washing:
- They use a lot of AI buzzwords, but don’t explain how AI is actually used in their product.
- They make vague claims about the benefits of AI, without providing any concrete evidence.
- They focus on the novelty of AI, rather than the actual value it provides to the customer.
If you’re considering buying a product that claims to use AI, it’s important to do your research to make sure that the company is being truthful about its capabilities.