‘AI Washing’: UK Firms Rebrand as AI Companies Despite Weak Links

UK companies are performing what one PR professional calls “yoga-level” stretches to rebrand themselves as AI specialists, according to a Guardian report published May 24, 2026. Communications executives tasked with securing media coverage describe a steady stream of companies trying to “bolt the label AI on to whatever they do, no matter how tenuous the link.”

Key examples of AI washing

• AllBirds: The US shoe company “pivoted” to acquiring AI graphics processing units last month.
• Genetics companies: Hyped AI-powered blood tests that rely on years-old technology.
• Basketball hoops: Press releases touted AI-powered basketball hoops.
• Lasers for safety: AI-powered lasers claimed to protect women on crowded underground platforms.
• Property company: Marketed a handheld scanner that generates floor plans as “AI” — according to an account director, it’s “just a handheld scanner. There’s probably elements of AI … but it’s actually just automation.”

Industry sentiment

A publicist in south London representing tech and design firms said: “You can almost hear the eyes roll when you mention the word AI to a reporter.” Another account director estimated “about 50% of the stories I send out, I don’t want to send out.” Some communications workers reported being asked to position their bosses as AI commentators. One PR at a global agency cited “Bikram yoga-level stretches by brands” to manufacture reasons to talk about AI, referencing a client that wanted to comment on the government’s sovereign AI fund just because it released a chatbot.

The report also notes that Standard Chartered’s CEO apologized after describing workers poised to lose their jobs to AI as “lower-value human capital.”