UK companies are stretching definitions to label themselves as AI specialists, capitalising on the technology's buzz, according to public relations firms. Communications executives tasked with securing media coverage report that bosses in low-tech industries or businesses using automation—not generative AI—increasingly demand to be pitched as artificial intelligence companies.
Reluctance Among PR Professionals
“You can almost hear the eyes roll when you mention the word AI to a reporter,” said a south London publicist representing tech and design firms. “I’ve watched a steady stream of companies try to bolt the label AI on to whatever they do, no matter how tenuous the link.”
Imran Ariff, media strategist at London agency Fight or Flight, noted: “It can be easy for brands to ‘drink their own Kool-Aid’ when they’re so proud of what they’re doing and consequently, go too far in their efforts to promote their AI capabilities.”
Examples of AI Washing
Last month, US shoe company AllBirds “pivoted” to acquiring AI graphics processing units, while genetics companies hyped AI-powered blood tests. Recent press releases tout AI-powered basketball hoops and AI-powered lasers that supposedly protect women from predators on crowded underground platforms.
Some firms face accusations of “AI washing”—rebranding familiar, often years-old technologies as “AI”.
Forced Pitches and Numbness
Technology PRs, who send tens or hundreds of pitches weekly—most ignored—complain about being forced to send AI-related press releases under duress. An account director at a central London firm said: “A lot of companies try to name every product with ‘AI’ first, or get ‘AI’ into the product name. People litter marketing with how AI makes a difference—it’s ‘AI-driven’ or ‘AI-powered’ when it’s just better automation.”
He cited a property company marketing a handheld scanner that generates floor plans as AI. “It’s just a handheld scanner. There are probably elements of AI that speed it up, but it’s actually just automation. It’s not the kind of AI many assume.” He added: “Everyone’s become numb to AI-powered language. About 50% of stories I send out, I don’t want to send out.”
Bosses Seeking Relevance
Communications workers also report bosses asking to be presented as AI commentators to appear relevant. A PR at a global agency with New York and London offices said: “I’ve seen Bikram yoga-level stretches by brands to manufacture reasons to talk about AI. We often counsel against it—like ‘no journalist will include our comment on the government’s sovereign AI fund just because we released a chatbot.’”
Large companies globally assess how closely to align with AI while making job cuts and implementing the technology. Last week, Standard Chartered’s CEO apologised after describing workers poised to lose jobs to AI as “lower-value human capital”. Stock market investors have largely shrugged off recent AI boom jitters, rising inflation, and the war in Iran.
