UK businesses are making increasingly desperate attempts to rebrand themselves as AI specialists, stretching the definition of artificial intelligence to secure media attention. Public relations professionals report that clients across low-tech industries are demanding to be pitched as AI companies, regardless of how tenuous the connection. This trend has created tension between PR agencies and their clients, with communications executives watching companies bolt the AI label onto products that barely qualify.

The phenomenon has reached absurd levels, with companies promoting AI-powered basketball hoops and lasers for personal safety. AllBirds made headlines for supposedly pivoting to acquire AI graphics processing units, while genetics firms hype AI-enhanced blood tests. PR agencies complain that half the AI-related stories they're forced to distribute feel misleading, as basic automation gets repackaged as cutting-edge artificial intelligence.

Property companies now market simple handheld scanners as AI tools, claiming floor plan generation capabilities when the technology is essentially improved traditional automation. These exaggerated claims have desensitized both journalists and consumers to genuine AI innovations. Standard Chartered's CEO recently apologized after describing displaced workers as low-value human capital, highlighting the reputational risks of overpromising on AI transformation.

The rush to appear AI-forward reflects genuine market pressure, as investors and stakeholders demand visibility into how companies will leverage emerging technologies. However, this scramble has created a credibility crisis that could ultimately harm legitimate AI adopters who struggle to differentiate themselves from opportunistic rebranding efforts.