A recent global poll conducted by Designit, the Wipro-owned global experience innovation company, has shed light on a concerning blind spot among creatives regarding the phenomenon known as ‘AI washing’.

Despite its increasing prevalence, the poll found that 80% of creatives surveyed had never heard of the term.

The poll, which targeted design strategists, leaders, UX, and product designers, revealed that the lack of awareness surrounding AI washing extends across all levels of experience within the creative industry. Only 14% of respondents were familiar with AI washing and had encountered it, while an additional 6% were aware of the term but had not personally encountered the phenomenon.

Growing Concerns Over Misrepresentation

‘AI washing’ refers to the exaggeration or misrepresentation of a company’s AI capabilities, a trend that is increasingly prevalent across various industries. Recent cases, such as the fines imposed by the U.S. Securities and Exchange Commission (SEC) on investment advisory firms, highlight the serious consequences of such misrepresentation. Pardis Shafafi, Global Responsible Business Lead at Designit, warns that this lack of awareness among creatives could be damaging for brands, particularly in an era where consumer trust is paramount.

Shafafi emphasises the importance of vigilance among brands and their agency partners in safeguarding consumer trust. With the rise of fake news and misinformation, maintaining transparency and authenticity is crucial. The survey underscores the need for increased awareness and education within the creative industry regarding the risks associated with AI washing.

Educating Creatives on AI Washing

The findings from Designit’s global survey highlight a significant blind spot within the creative industry concerning AI washing. As brands continue to embrace AI technology, it is essential for creatives to be informed and vigilant to avoid unintentional misrepresentation.

Educational initiatives and awareness campaigns can help bridge the gap in understanding among creatives regarding AI washing. By promoting transparency and ethical practices, brands can uphold consumer trust and credibility in an increasingly AI-driven landscape.

Industry collaboration and knowledge-sharing are vital in addressing the challenges posed by AI washing. Through open dialogue and shared best practices, creatives can navigate the complexities of AI integration while maintaining integrity and trustworthiness in their work.