---
title: "‘AI washing’: firms are scrambling to rebrand themselves as tech-focused"
slug: "ai-washing-firms-are-scrambling-to-rebrand-themselves-as-tech-focused"
date: 2026-05-24
category: tech-pub
tags: []
language: en
sources_count: 1
featured: false
publisher: AInauten News
url: https://news.ainauten.com/en/story/ai-washing-firms-are-scrambling-to-rebrand-themselves-as-tech-focused
---

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

**Published**: 2026-05-24 | **Category**: tech-pub | **Sources**: 1

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## TL;DR

PR executives say UK companies are forcing them to present ordinary automation as artificial intelligence UK companies are performing “yoga-level” stretches to describe themselves as AI specialists in an attempt to capitalise on the buzz around the technology, public relations firms have said.

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## Summary

PR executives say UK companies are forcing them to present ordinary automation as artificial intelligence UK companies are performing “yoga-level” stretches to describe themselves as AI specialists in an attempt to capitalise on the buzz around the technology, public relations firms have said. Weary communications executives tasked with securing media coverage for brands have complained that bosses in low-tech industries or running businesses that use automation but not generative AI, are increasingly demanding they are pitched to journalists as artificial intelligence companies. Continue reading...

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## Why it matters

PR executives say UK companies are forcing them to present ordinary automation as artificial intelligence UK companies are performing “yoga-level” stretches to describe themselves as AI specialists in an attempt to capitalise on the buzz around the technology, public relations firms have said. Weary communications executives tasked with securing media coverage for brands have complained that bosses in low-tech industries or running businesses that use automation but not generative AI, are increasingly demanding they are pitched to journalists as artificial intelligence companies.

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## Key Points

- PR executives say UK companies are forcing them to present ordinary automation as artificial intelligence UK companies are performing “yoga-level” stretches to describe themselves as AI specialists in

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## Nauti's Take

AI-washing is the predictable shadow side of an overheated hype cycle – and PR pros are right to push back on the bait-and-switch. The upside: this pressure forces journalists and buyers to ask harder questions about what's actually AI versus dressed-up workflow automation. For vendors with real substance, that's market cleanup; for the rest, it gets expensive the moment customers notice.

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## FAQ

**Q:** What is ‘AI washing’ about?

**A:** PR executives say UK companies are forcing them to present ordinary automation as artificial intelligence UK companies are performing “yoga-level” stretches to describe themselves as AI specialists in an attempt to capitalise on the buzz around the technology, public relations firms have said.

**Q:** Why does it matter?

**A:** PR executives say UK companies are forcing them to present ordinary automation as artificial intelligence UK companies are performing “yoga-level” stretches to describe themselves as AI specialists in

**Q:** What are the key takeaways?

**A:** See summary above.

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## Related Topics

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## Sources

- [‘AI washing’: firms are scrambling to rebrand themselves as tech-focused](https://www.theguardian.com/technology/2026/may/24/ai-washing-pr-firms-scrambling-rebrand) - The Guardian AI

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## About This Article

This article is a synthesis of 1 sources, curated and summarized by AInauten News. We aggregate AI news from trusted sources and provide bilingual (German/English) coverage.

**Publisher**: [AInauten](https://www.ainauten.com) | **Site**: [news.ainauten.com](https://news.ainauten.com)

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*Last Updated: 2026-05-25*