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Report: Many firms are "AI washing" claims of intelligent products

Lazaro Gamio / Axios

Software companies are seeking to exploit the current artificial intelligence craze by "AI washing" — exaggerating the role of AI in their products, according to a new report by Gartner, the research firm.

Gartner, which tracks commercial manias through a tool it calls the Hype Cycle, compares what is currently going on in AI with a prior surge in environmental over-statement — "greenwashing, in which companies exaggerate the environmental-friendliness of their products or practices for business benefit."

The bottom line: More than 1,000 vendors say their products employ AI, but many are "applying the AI label a little too indiscriminately," Gartner says in its report. Kriti Sharma, who runs the AI team at Sage, tells Axios that a lot of companies are seeking to solve problems using AI that would be better done by humans. And what is often called AI "is just automation that you are doing," she said.