UK Companies Accused of 'AI Washing' Amid Tech Hype

Public relations firms in the UK report a rising practice of companies rebranding existing products and services with the label "AI" to capitalise on current market enthusiasm. The trend, described as "AI washing," involves sometimes low‑tech offerings being presented as AI-driven despite lacking genuine generative AI capabilities, according to coverage dated May 24, 2026.

Observers say the phenomenon reflects commercial pressure to be seen as part of the AI revolution, blurring lines between substantive technological change and marketing spin.