A new term has emerged, capturing the attention of industry insiders and regulators alike: AI washing. This term has been coined to describe the misleading practice of overemphasizing AI capabilities in products or services, often resulting in consumers believing that the product uses AI-powered technology. And as investments continue to pour into the AI field, AI washing is becoming a growing concern among stakeholders.
There are several major issues with AI washing that can cause the practice to bring harm to the marketplace. First, it can mislead consumers and investors. You could fall victim to AI washing and find yourself paying for or investing in services that are highly overvalued due to buzzwords and misleading statements. Another issue is that AI washing can harm public trust, resulting in the overshadowing of genuine AI advancements. Finally, it can create a cluttered marketplace where true innovation struggles to stand out against the tide of false claims.
Vetting businesses that claim to use AI can be time-consuming. But simple things, such as doing a LinkedIn search, can help you uncover valuable insights into an organization’s profile. Look at the level of AI experience and education that the vendors’ employees have. Companies that are developing AI solutions should have the right talent on board, meaning they have data scientists and engineers with experience in AI, machine learning and algorithm development.
Companies that truly integrate AI into their products need a well thought out data strategy because AI algorithms need it. AI systems are fueled by very large amounts of data, and the more relevant that data is, the better the results will be. They should be able to explain how much data is being collected and from what sources.
When comparing products and services, it’s essential to evaluate them with an open mind, looking at their attributes thoroughly. Study the value proposition and features and only start cooperation when you understand the program’s benefits beyond AI.