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The Nexus
BUSINESSMay 24 · 06:00 UTCTHE GUARDIAN TECHAisha Down

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

UK companies are pressuring PR firms to rebrand ordinary automation as artificial intelligence to capitalize on AI's popularity. Public relations executives report that businesses in low-tech sectors or those using non-generative automation are demanding to be labeled as AI specialists.

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AI washingtopicPR executivespersonUK companiesorganizationpublic relations firmsorganizationautomationtopicgenerative AItopicartificial intelligencetopiclow-tech industriestopic
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