With the proliferation of artificial intelligence (AI) usage over the last two years, companies are developing AI tools at an astonishing rate. When pitching their AI tools, these companies claim that their products can do certain things and promise and exaggerate their capabilities. AI washing “is a marketing tactic companies employ to exaggerate the amount of AI technology they use in their products. The goal of AI washing is to make a company’s offerings seem more advanced than they are and capitalize on the growing interest in AI technology.”
Isn’t this mere puffery? No, according to the Federal Trade Commission (FTC), Securities and Exchange Commission (SEC), and investors.
The FTC released guidance in 2023, outlining certain questions companies can assess to determine if they are AI washing. It urges companies to determine whether they are overpromising what the algorithm or AI tool can deliver. According to the FTC, “You don’t need a machine to predict what the FTC might do when those claims are unsupported.”
In March 2024, the SEC charged two investment advisors with AI washing by making “false and misleading statements about their use of artificial intelligence.” Both cases were settled for $400,000. The SEC found the two companies had “marketed to their clients and prospective clients that they were using AI in certain ways when, in fact, they were not.”
Investors are getting into the hunt as well. In February and March 2025, investors sued two companies in securities litigation that alleged AI washing. In the first case, the company allegedly made statements to investors about its AI capabilities and reported “impressive financial results, outlooks and guidance.” It was subsequently the subject of short-seller reports that alleged they were using “manipulative practices” that inflated its numbers and profitability. The litigation alleged that, as a result, the company’s shares declined.
In the second case, the class action named plaintiff alleged that the company overstated “its position and ability to capitalize on AI in the smartphone upgrade cycle,” which caused investors to invest at an artificially inflated price.
Lessons learned from these examples? Look at the FTC’s guidance and assess whether your sales and marketing plan takes AI washing into consideration.