In the 1990s, adding “.com” to a company’s name could send valuations soaring, even if the business had little real internet capability. During the blockchain boom, almost any company mentioning “crypto” or “Web3” suddenly appeared innovative. Beverage firms became “blockchain companies”. Kodak launched a cryptocurrency initiative.
The next time someone casually uses the terms “artificial intelligence” and “AI”, perhaps pause for a moment and ask whether they truly know what AI means — because misusing the term is common these days. Almost every company claims to be “AI-enabled”, “AI-driven” or “AI-powered”. Investors reward it. Customers are impressed by it. Consultants monetise it. Politicians and civil servants buy it. Suddenly, even ordinary dashboards and automated workflows are being marketed as artificial intelligence.
But much of it is little more than name-washing. We have seen this movie before.
