Generative AI, such as AI image generators, is disrupting many creative sectors, and such rapid development of a new technology can be a minefield for brands. Whether you see it as a fad or a genuine revolution, a lot of brands feel the pressure to get involved and shout about their own AI capabilities, and that's leading to what's been dubbed 'AI washing'.
Have you noticed a product that's seen little obvious change from its previous iteration but is suddenly claiming to be AI-powered? Or an AI feature or tool that seems to have been rolled out in a hurry before it works? This is all part of a risky trend that experts say creatives need to be wary of.
