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What is 'AI washing' and why is it a problem?

Tech firms commonly highlight their use of AI, but in some cases it may be exaggerated.

And, says Mr Ayangar: "If consumers have unmet expectations from products that claim to offer advanced AI-driven solutions, this can erode trust in start-ups that are doing genuinely ground-breaking work." In the UK, rules and laws covering AI washing are already in place, including the Advertising Standards Authority's (ASA's) code of conduct, which states that marketing communications must not materially mislead, or be likely to do so. Michael Cordeaux, associate in the regulatory team at UK corporate law firm Walker Morris, says that AI claims have become an increasingly common feature of advertisements subject to ASA investigation.

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