report: Move over ‘smart’, AIwashing is here

Nifty marketers have just got niftier by using contrived intellect – these days going under the epithet ‘artificial intelligence’, not to be confused with AI. Critics are left spotting this new phenom of ‘AIwashing‘ and crying, ‘Regulate them! Regulate them!’ Only to find an advertisement selling an AI-regulated fan in the market. It’s the sly art of draping ordinary products in the shimmering cloak of AI, as if tossing a few lines of code on to your morning cereal magically makes it smarter. Suddenly, your toothbrush claims to have an advanced degree in plaqueology, and your toaster insists it’s a certified bread-browning genius. AI TV is the new Smart TV.

AIwashing is the cheeky cousin of greenwashing, where everything from dish soap to socks masquerades as eco-friendly. In the AI realm, it’s not about saving the planet but convincing you that your blender has a PhD in smoothie optimisation. Even a packet of basmati will sound techie. AIwashing is the ultimate upgrade – or, at least, the stilted smarties in marketing departments hope you’ll think so. So, next time your blender brags about its ML prowess, just remember: it’s not plotting world domination; it’s just trying not to get stuck on that stubborn ice cube. Welcome to the age of AIwashing, where even your fridge might claim to know your dietary aspirations better than you do.