TLDR Tech / Marketing
‘AI washing': firms are scrambling to rebrand themselves as tech-focused
The rush to brand everything as AI is creating a credibility problem for marketers. PR executives say clients are forcing AI language into product names, press releases, and executive commentary even when the technology is simply better automation. With one account director estimating that half his outbound pitches overstate AI capabilities, the resulting journalist fatigue is making earned media placement significantly harder for companies with genuine AI stories to tell.
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