UK firms accused of widespread ‘AI washing’ hype trend

Published: 24 May 2026. The English Chronicle Desk. The English Chronicle Online.

UK businesses are increasingly being accused of exaggerating or misrepresenting their use of artificial intelligence in a growing trend industry insiders have dubbed “AI washing”, as companies across multiple sectors rush to associate themselves with the booming technology regardless of whether they genuinely use it.

Public relations professionals say they are under mounting pressure from clients to position even routine automation tools as cutting-edge AI systems, in a bid to attract investment, media coverage and customer interest. The practice, they warn, is blurring the line between genuine technological innovation and basic software improvements that have existed for years.

According to communications executives working with firms across London and other major business hubs, many organisations that have only limited or no involvement with generative AI are now insisting on being presented as artificial intelligence companies. Some PR advisers describe this as a “stretching exercise” in branding, where traditional digital tools are being rebranded to fit the current hype cycle.

One publicist based in south London, who represents a mix of technology and design clients, said journalists were increasingly sceptical of such claims. They described a noticeable fatigue among reporters when businesses attempt to overuse AI terminology, suggesting that media outlets are becoming more cautious about repeating marketing language without scrutiny. In many cases, they said, companies are attempting to attach the AI label to products that are essentially standard automation systems with incremental improvements.

Industry strategists argue that the problem is not limited to small firms trying to gain attention, but also extends to larger organisations seeking to reposition themselves in competitive markets. Some brands, they say, are attempting to align their entire identity with artificial intelligence even when only a fraction of their operations involve it.

A media strategist working at a London-based communications agency explained that enthusiasm for AI is often driving internal overconfidence among clients. He suggested that businesses sometimes begin to “believe their own marketing”, leading to exaggerated claims about their technological capabilities. In such cases, PR teams are left trying to moderate messaging that has already been pushed too far internally.

Examples circulating within the industry include companies in unrelated sectors attempting to frame their products as AI-driven without substantial evidence of machine learning or advanced algorithmic systems. PR professionals say they have been asked to promote everything from basic data-processing tools to hardware products as artificial intelligence solutions, simply because they include some level of automated decision-making.

One communications executive described cases where relatively simple scanning or data-mapping tools were being marketed as AI systems, even though the underlying technology had more in common with conventional software automation. They argued that while AI components may exist in some products, the branding often overstates their significance, creating confusion among consumers and investors alike.

The trend has also extended into promotional messaging, with companies increasingly inserting AI terminology into product names, advertising campaigns and press releases. PR professionals say this approach is often intended to capture attention in a crowded marketplace, but risks undermining credibility when claims are not backed by meaningful technical substance.

Some agencies report that a significant proportion of pitches they are asked to send to journalists include AI-related framing, even when it is not relevant to the story. In certain cases, staff say they actively discourage clients from pursuing such angles, warning that journalists are unlikely to publish content that appears artificially constructed around the AI label.

A senior account director at a London-based firm said many professionals in the industry are becoming frustrated with the overuse of the term. He argued that businesses are increasingly using “AI-powered” or “AI-driven” language as shorthand for any incremental improvement in efficiency, regardless of whether true artificial intelligence systems are involved.

This has led to what some describe as a saturation effect, where audiences and journalists alike are becoming desensitised to AI branding. As a result, legitimate technological developments risk being overshadowed by exaggerated or misleading claims from companies seeking to ride the wave of public interest.

The pressure to appear AI-focused is also linked to broader economic trends. Many companies are investing heavily in automation and digital transformation as they attempt to reduce costs and improve productivity. However, experts warn that not all of these developments qualify as artificial intelligence in the strict sense, even if they are marketed that way.

The debate comes at a time when major global firms are actively reshaping their workforces and business models around AI adoption. Some corporations have already announced significant job reductions tied to automation, while others are exploring how to integrate machine learning systems into core operations. This wider shift has intensified the incentive for firms of all sizes to appear technologically advanced.

Concerns have also been raised about how the hype around AI is influencing corporate language at senior levels. In one recent example, a major banking executive faced criticism after using dehumanising terminology to describe workers potentially displaced by automation, highlighting the sensitivity surrounding the social impact of AI-driven restructuring.

Despite growing scepticism, financial markets have largely continued to support companies associated with artificial intelligence, with investors maintaining confidence in long-term productivity gains. However, analysts warn that inflated expectations and misleading branding could eventually lead to corrections if real-world performance fails to match promotional claims.

Regulators and industry observers are now watching the situation more closely, with some calling for clearer definitions of what constitutes genuine AI usage in commercial products. They argue that without more precise standards, the term risks becoming meaningless, reducing transparency for consumers and investors.

As the AI sector continues to expand rapidly, the tension between innovation and marketing hype appears likely to intensify. For PR professionals caught in the middle, the challenge remains balancing client expectations with credibility in an increasingly sceptical media environment.