A growing number of British companies are being accused of capitalizing on the global AI boom and exaggerating their artificial intelligence.
Companies in non-tech industries are increasingly rebranding traditional automation systems and existing software tools as advanced AI-driven products, public relations experts say.
The trend has been described as a “yoga-level stretch,” referring to the way companies bend the definition of artificial intelligence to appear more technologically advanced than they actually are.
AI cleaning grows as a marketing trend
Communications experts report that many organizations are now insistent on labeling their products as AI-powered, even if they rely on basic automation rather than machine learning or generative AI systems.
According to the Guardian, a London-based spokesperson pointed out that journalists are becoming increasingly skeptical of AI-related pitches due to the overwhelming number of exaggerated claims circulating in the market. As a result, many media professionals are now ignoring vague or overused AI branding in press releases.
Imran Arif, a media strategist at Fight or Flight, says company leadership teams are also driving this trend, often pressuring marketing departments to include “AI” in product descriptions, regardless of whether the technology is meaningfully involved.
Marketing teams struggle with exaggerated claims
Public relations strategists say the demand for AI branding is creating internal challenges for communications teams. Many people report having to reject or significantly modify press materials that exaggerate the role of artificial intelligence in their products and services.
In some cases, companies have reportedly rebranded long-standing automation tools as AI-powered solutions to align with current market trends. This includes basic scanning and workflow systems that are labeled as advanced AI technologies, even though they lack machine learning capabilities.
Experts warn that while genuine AI tools can improve efficiency and decision-making, many commercially available solutions do not reflect the sophistication associated with modern artificial intelligence.
Balance innovation claims with credibility
As AI becomes central to corporate strategy, companies face increasing pressure to market themselves as AI innovators. But communications experts warn that overstating your abilities can undermine credibility and increase skepticism from both journalists and consumers.
The communications director estimated that a significant portion of AI-related pitches contain exaggerated or misleading claims, highlighting the scale of the problem across the industry.
Still, British companies are betting big on AI. They wondered if this would be a game-changer for the industry or a troublemaker.
