If someone declares "this changes everything" I usually run the other way! I have not heard the term AI-washing and it's fascinating (although highly annoying, lol!). So glad your friend checked-in with you before signing up!
I heard recently of a tech company that was interested in a particular AI product, until they learned the "AI" was a team of hundreds of under-paid workers overseas creating the illusion of AI as the product wasn't yet properly integrated with it behind the scenes. Sounds like this situation is actually quite common in various forms! 😅
This is a brilliant breakdown of the 'AI-washing' scramble. I share your annoyance that these 'products' are aimed at beginners. I understand why people are tempted to buy a package, it takes away the stress of having to go out and find the information for yourself. But, those ridiculous bonus packages merely add to the cognitive stress and guilt because you couldn't find time to use them all if you lived two whole lifetimes.
My advice to any beginners would be take out a subscription to Claude/ChatGPT/Gemini, find a creator you align with and start testing their methods/workflows. That way you learn exactly what you need, when you need it.
Thank you for giving people permission to trust their own friction instead of paying $97 a month to ignore it.
You nailed it with “add to the cognitive stress and guilt”…
We’re not wired for this amount of information, 24/7, and messaging that tells us ‘if we wanted it bad enough we’d find a way’.
Those bonus packages are so ridiculous… and when the marketer is good at predatory (i.e., persuasive) marketing, they convince people they need it all.
AI washing is the practice of overstating or fabricating AI capabilities in a product to make it seem more innovative than it is…I could not have said it any better.
haha yeah the trauma response seesm familiar Kim.. once you stop tracking that world, well, the mental space opens up fast... most of it was just noise anyway.
The further you get from the actual tool, the easier it is to sell it as something bigger than it is. AI has made that even more common. Lots of grifters out there.
The antidote, as you point out, is getting closer to the actual tools again.
PS, I doubt the federal government would do anything meaningful. Leave up to badass women like Katie Hobbs.
Great read Kim! This reminds me of the greenwashing conversations from a few years ago.
For a while, everything needed the AI label attached to it. The novelty wears off fast, though which is something I’m seeing at my company. Eventually the question becomes “does this actually solve the problem better, or is AI just the sticker on the box?”
The novelty definitely wears off. The AI sticker seems to be what a lot of bigger companies have done - and it’s not working. To your point, does it solve a problem is key, and then how do we rebuild something from scratch instead of just adding AI as a side-feature while placing it front and center.
This is the language that most in the online space understand......BUT that is not who these marketing tactics are pointed at.....they are for the unaware and uninformed buyer. With everyone and their mother saying they are an AI coach, trainer or workshop leader (like every influencer is on this bandwagon) I went to a couple of these webinars recently and the value was minimal, selling a tool that is outdated or a prompt methodology that was from 3 years ago!
Yes, that’s the most frustrating thing about this… who they’re targeting. It feels somewhat predatory.
It’s interesting being out of that space (or at least not paying attention to it anymore) to see that the behavior is still the same and that many of these marketers have forgotten how to be innovative.
this is so eye opening! I'm not in marketing so didn't know about AI washing or anything like that - fascinating (and also UGH lol). thanks for sharing this!
If someone declares "this changes everything" I usually run the other way! I have not heard the term AI-washing and it's fascinating (although highly annoying, lol!). So glad your friend checked-in with you before signing up!
I heard recently of a tech company that was interested in a particular AI product, until they learned the "AI" was a team of hundreds of under-paid workers overseas creating the illusion of AI as the product wasn't yet properly integrated with it behind the scenes. Sounds like this situation is actually quite common in various forms! 😅
OMG! I remember hearing about that too!
I hadn’t heard the term AI-washing either until I wrote this and did a little research. It totally suits the behavior.
This is a brilliant breakdown of the 'AI-washing' scramble. I share your annoyance that these 'products' are aimed at beginners. I understand why people are tempted to buy a package, it takes away the stress of having to go out and find the information for yourself. But, those ridiculous bonus packages merely add to the cognitive stress and guilt because you couldn't find time to use them all if you lived two whole lifetimes.
My advice to any beginners would be take out a subscription to Claude/ChatGPT/Gemini, find a creator you align with and start testing their methods/workflows. That way you learn exactly what you need, when you need it.
Thank you for giving people permission to trust their own friction instead of paying $97 a month to ignore it.
Thanks, Mariam,
You nailed it with “add to the cognitive stress and guilt”…
We’re not wired for this amount of information, 24/7, and messaging that tells us ‘if we wanted it bad enough we’d find a way’.
Those bonus packages are so ridiculous… and when the marketer is good at predatory (i.e., persuasive) marketing, they convince people they need it all.
Thanks so much for your support!
Great article.
Thanks for putting words into what many of us are starting to feel.
Thanks so much,
And you’re welcome, I’m glad it resonated.
AI washing is the practice of overstating or fabricating AI capabilities in a product to make it seem more innovative than it is…I could not have said it any better.
Thanks, Lee,
I hadn’t heard the term until I wrote this article and did a little research. It’s a great term!
haha yeah the trauma response seesm familiar Kim.. once you stop tracking that world, well, the mental space opens up fast... most of it was just noise anyway.
Totally!
It all feels so dated now.
The snake oil salespeople will never cease to exist.
Isn’t that the truth!
(That phrase always makes me think of the traveling salesman in the Wizard of Oz in Kansas, lol).
😂😂😂 I’m sure you and I have seen the same shit over and over again in the WP world. So glad those days are over.
YES!! And same, glad those days are over and behind us!
I love it, Kim - such helpful advice.
The further you get from the actual tool, the easier it is to sell it as something bigger than it is. AI has made that even more common. Lots of grifters out there.
The antidote, as you point out, is getting closer to the actual tools again.
PS, I doubt the federal government would do anything meaningful. Leave up to badass women like Katie Hobbs.
Happy Wednesday.
Happy Wednesday to you too!
And yeah, I’m not holding my breath on the federal government (I don’t think I ever will again in this lifetime).
Here’s to the badass women!!! 🥂
Cheers to that, my friend.
enjoy the rest of your day :)
You too!
Great read Kim! This reminds me of the greenwashing conversations from a few years ago.
For a while, everything needed the AI label attached to it. The novelty wears off fast, though which is something I’m seeing at my company. Eventually the question becomes “does this actually solve the problem better, or is AI just the sticker on the box?”
Thanks so much, Emily,
The novelty definitely wears off. The AI sticker seems to be what a lot of bigger companies have done - and it’s not working. To your point, does it solve a problem is key, and then how do we rebuild something from scratch instead of just adding AI as a side-feature while placing it front and center.
*I hadn’t heard the term greenwashing, thanks!
This is the language that most in the online space understand......BUT that is not who these marketing tactics are pointed at.....they are for the unaware and uninformed buyer. With everyone and their mother saying they are an AI coach, trainer or workshop leader (like every influencer is on this bandwagon) I went to a couple of these webinars recently and the value was minimal, selling a tool that is outdated or a prompt methodology that was from 3 years ago!
Thanks, Suzanne,
Yes, that’s the most frustrating thing about this… who they’re targeting. It feels somewhat predatory.
It’s interesting being out of that space (or at least not paying attention to it anymore) to see that the behavior is still the same and that many of these marketers have forgotten how to be innovative.
this is so eye opening! I'm not in marketing so didn't know about AI washing or anything like that - fascinating (and also UGH lol). thanks for sharing this!
Haha, yes to “UGH!”
I didn’t know about AI-washing until I wrote this!