AI washing: A conceptual exploration

Abstract

This paper introduces and explores the concept of AI washing, a phenomenon where companies misrepresent or exaggerate their artificial intelligence (AI) capabilities to enhance marketing appeal and gain a competitive advantage. Despite its increasing prevalence, AI washing has received limited theoretical attention. Drawing on literature from similar practices, this paper develops a conceptual framework and typology to categorize various forms of AI washing. Theoretical implications include extending marketing ethics frameworks and existing theories to the domain of AI. The paper also highlights avenues for future empirical research, particularly in validating the proposed typology and exploring the consequences of AI washing on trust and brand reputation. From a practical standpoint, the paper offers recommendations for businesses to adopt more transparent AI marketing strategies and calls for regulatory interventions to mitigate the risks of AI washing. Finally, it discusses limitations and directions for further study.