2026 Update: The Rise of “AI Washing”! The Fate of Companies Calling Automation AI

📰 News Overview

• The Rise of “AI Washing”: A PR firm has accused many companies in the UK of falsely claiming to be “AI specialists” without actually using generative AI for PR purposes.
• Chaotic Branding: There’s a surge in examples like the shoe manufacturer AllBirds pivoting to acquire GPUs, and labels claiming “AI-powered” for basketball hoops and anti-groping lasers.
• Fatigue on the Ground: About 50% of PR professionals feel uneasy sending out AI-related press releases lacking substance, while journalists are becoming jaded with the term “AI.”

💡 Key Points

• Confusion Between Automation and AI: Instances where real estate firms call handheld scanners that generate floor plans “AI products” are becoming more common, blurring the lines between advanced automation and real AI.
• Appealing to Investors and Media: It has become routine for companies to forcefully rename products to include “AI” for stock price maintenance and media exposure—this is some serious “yoga-level stretching”!

🦈 Shark’s Eye (Curator’s Perspective)

The expression “yoga-level stretching” is spot on! Claiming a basic scanner is AI is like saying a shark’s fin is a wing and attempting to fly! This article highlights the dishonesty of companies focused on “label swapping” rather than genuine tech implementation. The fact that PR professionals admit they’d rather not send these out symbolizes the distortion of the AI bubble in 2026! There’s a real risk that authentic AI tech companies could get buried!

🚀 What’s Next?

The inflation of the term “AI” is reaching its limit, and we’re headed into an era where transparency about “which models are being utilized and how” will be critically scrutinized. Companies without real AI substance will face extinction, and journalists will sharpen their scrutiny!

💬 A Word from Haru-Same

The days of getting by just by saying “it’s AI” are over! It’s time to step up with real substance! 🦈🔥

📚 Term Glossary

• AI Washing: The AI version of “greenwashing,” where companies emphasize AI technology to improve their image without any real substance behind it.

• Pivot: When a company radically changes its business strategy or focus. A shoe manufacturer diving into GPU endeavors is an extreme example!

• GPU (Graphics Processing Unit): Originally meant for image processing, but it is an essential computing unit for AI learning and inference. In 2026, it continues to be treated as a “badge of honor” for AI companies.

• Source: ‘AI washing’: firms are scrambling to rebrand themselves as tech-focused