Here’s everything you need to know on AI Washing

“Washing” is a marketing term for the tactic of making a product or service more appealing by bringing it into line with current trends. The term “whitewashing,” which refers to the act of presenting a sanitised or false version of anything in order to generate a positive impression, is where the term finds its origin.

The dishonest marketing technique known as “AI washing” involves fabricating or overstating the extent to which a product or service uses artificial intelligence. The goal of AI washing is to take advantage of people’s fascination in artificial intelligence and present a product or service as more advanced in AI than it actually is.

Since the term “generative AI” has gained popularity recently, the average consumer may infer that the seller means this when they hear “AI” when referring to a good or service. But the term “artificial intelligence” can apply to a wider range of technologies, some of which might not pique investors’ and customers’ interest if they were aware of how AI is actually implemented in the product.

How Does AI Washing Work?

AI-washing refers to marketing materials which frequently make use of ambiguous wording and jargon related with artificial intelligence in an attempt to take advantage of people’s general ignorance about the true nature of AI and its workings.

For instance, a business can assert that because its product automates process, it is “AI-powered.” Or they can say that because machine learning (ML) can analyse data, it is used in the cloud service they provide.

The issue is that programmed instructions that never change can frequently be used to accomplish automation and data analysis tasks. Artificial intelligence must be a fundamental component of the functionality of the product or service for it to be genuinely “Powered by AI.”

Businesses that wish to link artificial intelligence to their brand could use AI washing to:

Pique the interest of investors and consumers, boost the value of their brand, inflate a product’s or service’s perceived worth, draw attention away from the flaws or restrictions of a good or service, maintain their edge in a rapidly evolving market and/or to give the impression that they are better developed than a certain rival.

How To Avoid AI Washing?

Request for Proof

Request concrete proof of how AI is incorporated into product offerings when thinking about purchasing AI services or products. The purchasing team may inquire as to what models or code libraries are used in the product, for instance. Be wary of ambiguous responses and take note of whether the product significantly depends on a common AI model that is utilised in numerous other products.

Include Your IT to the Purchasing Process

The purchasing team may be tempted to quickly pursue an AI-powered product and overlook more subtle technical issues due to the excitement surrounding AI. Create a culture of cooperation that includes IT in the purchasing process and prevents the purchasing team from being duped by sales pitches.

Examine the Product In Its Whole

A product’s AI integration shouldn’t be the only reason a buyer pursues it. Purchasing teams must examine the entire product and take into account all possible advantages and disadvantages, particularly if the AI features are in doubt.

Stay Updated With The News In The Relevant Sector

As artificial intelligence advances and more businesses use the technology, purchasing teams can gain insight from the successes and failures of other businesses.

Conclusion

AI is a general word that encompasses many different technologies. Businesses risk being accused of AI washing if investors or consumers mistakenly believe that their products use AI less or differently from what is stated in the advertising. This can happen if clear messaging is lacking on the precise AI technology included into the product.

If the business claims that it develops AI internally rather than using AI as a service (AIaaS), check the “Who We Are” part of their website to verify if the management team is qualified to build foundation models and produce AI models.

When you visit the company’s website, examine if there are any case studies or client endorsements available that detail how the vendor’s AI assisted them in resolving a highly particular issue.