You've heard of "greenwashing," but how about "AI washing"?
Let's dive deeper into this marketing tactic to unpack why companies engage in it and how to steer clear of it:
What is AI Washing?
AI washing is a marketing effort wherein vendors claim their offerings involve artificial intelligence (AI) technology when they really don't or the connection to AI is minimal.
Marketing teams engage in AI washing when they embellish their products' AI capabilities to enhance sales. AI washing is much like "greenwashing," where a company's management team makes unsupported, false or misleading claims about the sustainability of its products, services or business operations.
Why is AI Washing Bad?
AI washing is harmful because it has the potential to turn artificial intelligence into just a meaningless buzzword. This would damage user and investor trust in the technology because those who fall victim to AI washing may not be as willing to purchase and adopt or invest in real AI technology in the future.
Why Do Companies Engage in AI Washing?
Organizations often commit AI washing because:
They Want Funding
Investors are always chasing the hottest trends, and AI-enabled technology fits the bill. As such, investors are all looking for AI-enabled projects to back. That means technology startups, in particular, have an incentive to AI wash because it makes it much easier to get investor funding.
They're Stalling for Time
Some organizations that engage in AI washing really intend to offer AI products and/or services. However, they haven't arrived at that point quite yet, so they act as if their products or services already include AI functionality.
Continue reading: https://www.techopedia.com/ai-washing-everything-you-need-to-know/2/34841
Let's dive deeper into this marketing tactic to unpack why companies engage in it and how to steer clear of it:
What is AI Washing?
AI washing is a marketing effort wherein vendors claim their offerings involve artificial intelligence (AI) technology when they really don't or the connection to AI is minimal.
Marketing teams engage in AI washing when they embellish their products' AI capabilities to enhance sales. AI washing is much like "greenwashing," where a company's management team makes unsupported, false or misleading claims about the sustainability of its products, services or business operations.
Why is AI Washing Bad?
AI washing is harmful because it has the potential to turn artificial intelligence into just a meaningless buzzword. This would damage user and investor trust in the technology because those who fall victim to AI washing may not be as willing to purchase and adopt or invest in real AI technology in the future.
Why Do Companies Engage in AI Washing?
Organizations often commit AI washing because:
They Want Funding
Investors are always chasing the hottest trends, and AI-enabled technology fits the bill. As such, investors are all looking for AI-enabled projects to back. That means technology startups, in particular, have an incentive to AI wash because it makes it much easier to get investor funding.
They're Stalling for Time
Some organizations that engage in AI washing really intend to offer AI products and/or services. However, they haven't arrived at that point quite yet, so they act as if their products or services already include AI functionality.
Continue reading: https://www.techopedia.com/ai-washing-everything-you-need-to-know/2/34841
