UK companies are rebranding familiar technologies as AI to capitalize on the buzz, according to communications firms

Public relations executives report that bosses across low-tech industries and companies using automation (but not generative AI) are demanding to be pitched to journalists as artificial intelligence companies, with some firms attempting to rebrand years-old technologies as 'AI.'

Examples cited include AllBirds acquiring AI graphics processing units, genetics companies hyping AI-powered blood tests, and releases about AI-powered basketball hoops and AI-powered lasers; communications workers describe this as adding 'AI-driven' or 'AI-powered' labels to products that are 'just better automation than we've seen before.'

PR professionals report fatigue with the trend, with one account director estimating that about 50% of the stories he sends out are AI-related press releases he does not want to send, and another describing 'Bikram yoga-level stretches by brands' trying to manufacture relevance to AI commentary.