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

https://www.theguardian.com/technology/2026/may/24/ai-washing-pr-firms-scrambling-rebrand

25•Brajeshwar•1h ago

Comments

solenoid0937•48m ago

I'd love to read the mind of an investor that actually falls for this shit. Who actually thinks that Allbirds will see much higher returns because they "have an AI graphics division?"

I like AI, but seriously, who actually invests on this basis? Where is the critical thinking? I don't feel sympathy for any investor that gets rug pulled on this stuff.

enraged_camel•36m ago

A lot of it is prisoner's dilemma and its variants. As an investor, even if you think a particular AI shift is bullshit, you have to take into account the possibility that other investors won't - and at that point you might miss out on the gains.

This is one of the reasons stock market is so disconnected from reality.

somewhatgoated•18m ago

But wouldn’t it be a failure if it’s bullshit and therefore no gains?

tokai•4m ago

Not if you sell before the other fools.

graemep•15m ago

its greater fool theory https://moneyterms.co.uk/greater-fool/

ch4s3•21m ago

Allbirds sold their shoe business and is basically a SPAC that spun up an AI company under the existing publicly traded company. For all intents and purposes it’s just a new AI company.

teeray•16m ago

> Who actually thinks that Allbirds will see much higher returns because they "have an AI graphics division?"

Perhaps the investment is more on the “greater fool” theory. “I think this is complete nonsense, but there’s probably someone not as savvy who will buy into this garbage idea upon which I can profit.”

newaccountman2•12m ago

https://youtu.be/oVItKzP6IBY

j45•27m ago

It will be challenging for non-tech people to present themselves as tech.

Especially those who have not implemented software in businesses trying to suddenly boil the ocean with AI.

AI remains a great step forward to help businesses benefit from technology, with more than one competency around the table.

throwoutway•20m ago

Two past co's I know well rebranded themselves as "cloud" a decade ago with a narrow definition

jamwise•15m ago

My favourite is Allbirds that pivoted from eco friendly shoes to AI infrastructure. How do you even make that decision?

root_axis•8m ago

It's not really a pivot though, is it? As I understand it, the company went bust and sold their branding to a different company that wants to do AI infra.

gum_wobble•7m ago

> PR executives say UK companies are forcing them to present ordinary automation as artificial intelligence

What a time to be alive

Avicebron•7m ago

I thought we had crossed the threshold back to "LLMs are uncool" already.

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Comments

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