‘AI washing’: firms are scrambling to rebrand themselves as tech-focused
2026-05-24 · AI (artificial intelligence) | The Guardian
UK companies are doing Olympic-level gymnastics to slap 'AI' on everything from basic spreadsheet macros to automated email replies. PR firms are being forced to rebrand ordinary automation as cutting-edge AI, because nothing says 'innovation' like renaming your Excel formulas. The AI hype bubble has officially reached the point where even the spin doctors are getting dizzy.