“Our AI can water your plants!”
“Our AI can feed your baby – with none of the messes!”
“Our water has AI!”
It seems every brand loves shouting out about their newfangled AI-enhanced capabilities nowadays. But while some claims are indeed true and worthy of its attention, some others can be, as the kids would say, sus.
Take for example Amazon’s Just Walk Out technology. At many of its Amazon Fresh and Amazon Go stores, customers can just walk in, pick up their desired groceries and just walk out – leaving it to a multitude of sensors to automatically bill said customers.
The twist? It was then widely reported that Amazon employed about 1,000 workers in India to manually check most of these transactions. Which means to say, Just Walk Out doesn’t seem to be a sole AI initiative, with significant human resources needed to support the system on the back end. Amazon refuted this claim, saying that these workers were only reviewing the system, saying that “this is no different than any other AI system that places a high value on accuracy, where human reviewers are common.”
Whatever it may be, AI washing, defined as a deceptive marketing tactic where a business inflates the role of AI in their product or service, has gained traction in recent times.
Types of AI Washing
AI washing takes many forms. Some companies falsely claim to use AI when their technology is simply traditional computing. Others exaggerate the performance of their AI compared to existing methods or present immature AI solutions as fully functional. Still others engage in a superficial form of AI washing by merely adding a chatbot to their existing, non-AI software.
Some causes or motivations behind AI washing include an eagerness to shout “AI” in your offering, however small of a role it can play, if at all. Or how there is still a measure of ambiguity in defining AI (like knowing the difference between AI and generative AI), thus allowing AI washing to emerge.
So how do we Avoid AI Washing?
As consumers or buyers on behalf of a company, how do we see past the exaggeration, if there is one? Here are some ways:
Demand Proof
Don’t just take a vendor’s word for it. Request concrete evidence of the AI’s implementation. Ask specific questions about the underlying models, code libraries, and algorithms used. Be wary of vague responses or reliance on widely available, generic AI models, as this may indicate a lack of genuine innovation.
Engage IT Early
If you have an IT department, or at the very least, an IT guy, loop him in your buying decision. The hype surrounding AI can lead to rushed purchasing decisions. Involve IT from the outset to ensure a thorough technical evaluation and prevent the team from being swayed by marketing claims. IT can help assess the AI’s true capabilities and limitations.
Consider the Complete Package
AI should be one factor among many. Don’t fixate on AI features alone. Evaluate the entire product, considering all potential benefits and drawbacks, especially if the AI’s efficacy is uncertain. A strong product overall is more important than a flashy but ultimately superficial AI implementation.
Keep Informed
The AI landscape is constantly evolving. Stay abreast of industry news and learn from the experiences of other companies. Understanding what works and what doesn’t can help your team make informed purchasing decisions.
The monumental rise of AI is a boon for many, but consumers should still be on the alert to see past the less aboveboard practices. And if your business is looking to build upon its AI capabilities, you need to know brands of good repute. Brands such as…
Intercom. Delivering Genuinely Impactful Customer Service
Intercom is a customer service platform that taps on the power of AI to help businesses connect with their customers across various channels. And as Intercom’s Gold Partner, I Concept is excited to introduce you to their suite of AI-powered solutions. Intercom’s Fin chatbot, is among one of the standout AI chatbots for websites and other platforms, and its powerful tools can revolutionise your support operations and strengthen customer relationships. Boost your AI marketing and enjoy personalised engagement, efficient support, proactive assistance, and data-driven insights with Intercom’s AI-powered platform.
Add Honest-to-goodness Quality to your Brand with I Concept.
We at I Concept are a fully integrated creative agency specialised in helping your brand reach hearts and minds, not just in the AI space, but in the digital sphere as well. Our expertise ranges from branding in Singapore, digital marketing, web design and development, digital copywriting, logo design for the company, ecommerce development, and more, making up a comprehensive range of services to help businesses thrive in today’s competitive landscape.
Plus, with the support of government initiatives like the Enterprise Development Grant and Productivity Solutions Grant (PSG), businesses can access funding to invest in innovative marketing campaigns. Apply for the PSG now to kickstart your digital marketing journey with I Concept.
Contact us today!
