Artificial intelligence has already had a positive effect on several industries, but unfortunately, this popularity and success have caused some wrongdoers to attempt to capitalize on the AI boom in unethical and illegitimate ways. One such practice is known as “AI washing,” and it is arguably one of the biggest threats to the continued growth of AI.

AI washing is most easily understood by comparing it to the similar practice of greenwashing, in which companies misrepresent their products as being more eco-friendly than they actually are. Similarly, AI washing involves making false representations of a product or service’s use of artificial intelligence technology. Through this deceit, businesses are riding the wave of AI hype without offering their customers the benefits.

Understanding AI washing

One of the most common examples of AI washing takes advantage of many consumers’ lack of knowledge about artificial intelligence with misleading product descriptions. For example, a business could claim that traditional algorithms are artificial intelligence, yet because of the similarities between the two technologies, the average consumer might not realize they are being misguided.

Some businesses are guilty of a form of AI washing in which they exaggerate the scale of the capabilities or use of AI as it relates to their business. For example, a company might claim to offer “AI-powered services” when, in reality, it only uses artificial intelligence in ways incidental to its business. Even though these businesses do use AI to some extent, they have still misled the consumer into believing that their use is more extensive than it actually is.

Other businesses may claim to use artificial intelligence without substantially implementing it into their business. Some have claimed to use AI without using it at all, while others claim to use it while it’s still in its early stages of development and has no noticeable effects.

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