You may be familiar with the term “green washing,” a marketing strategy companies use to inflate their eco-initiatives to persuade the public they are more “green” than they actually are. Now, a similar term has risen to describe the use, or lack thereof, of artificial intelligence, known as “AI Washing.” This comes at a time of great advancement in the world of technology, and companies want to tap into the momentum. The SEC has taken notice and is sending a message that firms must be able to confirm and substantiate public statements in regard to the use and implementation of artificial intelligence. Multiple firms have already been hit with big fines for making unfounded claims in press releases and other public facing documents and there are surely more to come. This puts a spotlight on the importance of clear, concise messaging to avoid pitfalls. Partnering with an experienced public relations/communications firm like KCD PR can identify these missteps before they turn into costly mistakes.
The even bigger problem? Sometimes this practice of AI washing isn’t intentional. It may be that the promotion made by the company is vague or uses words they don’t truly understand, which in turn either provides a false message or confusion among both workers and the audience.
Is It Common?
The concerning fact is that it can be difficult to tell whether or not AI washing is frequent or not. As a consumer, we must constantly be vigilant – are the ads we see on Facebook generated through AI? What about the articles we read? In many scenarios, companies may say the use of AI was more prevalent than it actually was.
Consider this article. While doing research, I consulted Google’s search algorithms and even looked at recommended YouTube videos to learn more about AI washing. While writing, I used Microsoft’s spell-check feature. All of these are AI! However, if I told you that this article was AI-generated, I would be partaking in the act of AI washing. The problem is that even though my words weren’t necessarily a lie – I did, in fact, use AI to put this together – my words were vague enough to make you believe I wrote this using only AI.
When it comes to messaging, even the slightest slip of the tongue could mean you are partaking in AI washing! That’s why it’s always helpful to have experienced professionals look over your wording.
To spot potential AI washing, consider the following:
- Vague claims: Be wary of marketing that uses AI-related buzzwords without concrete explanations.
- Lack of technical details: Genuine AI companies often provide specifics about their algorithms and methodologies.
- Unrealistic promises: If the claimed AI capabilities seem too good to be true, they might be exaggerated.
- Inconsistent performance: True AI systems generally improve over time; consistent errors may indicate a less sophisticated system.
- Transparency: Reputable AI companies are usually open about their technology’s limitations and ongoing development.
How PR Can Help
Unless you have a team fully dedicated to your messaging, consider working with a specialized fintech PR firm. These professionals typically have years of experience crafting messages, working with clients, and establishing a brand voice. They can also teach you the dos and “don’ts” of making content and distributing content. Your PR team will provide you with some much-needed direction, such as clearly defining what your company is doing with AI.
Consider sharing your messaging with your PR team before it goes out, allowing for the communications professionals to directly evaluate your materials. When hiring a PR firm, they will help you put together a strategic PR plan that not only covers your company’s goals and messaging but also helps you identify your ideal audience. During worst-case scenarios, your PR agency will already have a plan in place to help you with crisis communications scenarios.
The goal of a PR firm is to make sure your company is seen as trustworthy in your space, something frequent AI washing will undermine. Your PR team studies the ins and outs of your company to help you craft the perfect messaging, without fear of lying to the public.
By understanding this phenomenon, we can foster a more honest and productive dialogue about AI’s real capabilities and potential. This awareness not only protects individuals and organizations from misleading claims but also supports the development of genuine AI innovations that can truly benefit society.As we navigate the rapidly changing landscape of AI technology, staying informed and critical of AI claims will be essential. By doing so, we can help ensure that the AI revolution delivers on its promises and avoids the pitfalls of hype and deception.
