Several UK public relations firms report that their clients insist on pitching every product or initiative as AI-related, even when the underlying technology does not clearly support that label. As a result, some agencies have begun turning down or refusing to promote such press materials.
Specific examples and messaging
Reports cite the US footwear brand AllBirds as having announced purchases of GPUs in recent weeks, an action framed by some as a way to enter the ‘AI’ narrative. Other press releases mentioned range from “AI basketball hoops” to lasers said to protect women on subway platforms — examples that illustrate how broadly the label is being applied.
One agency director said that about half of the AI stories he distributes are ones he wishes he had not sent, suggesting the label is often being applied beyond what the substance warrants.
Why this matters
Over the past decade, descriptors such as “data-driven” or “platform” were commonly used to re-rate companies and products. The current shift is that “AI” has largely supplanted those terms: companies perceived as lacking an AI angle can become invisible to boards and buy-side investors. That dynamic is prompting actions such as a shoe brand stockpiling GPUs or a handheld floor scanner being rebranded as AI-powered.
When PR firms — an industry that previously promoted trends such as NFTs without hesitation — begin publicly refusing AI-labeled pitches on professional grounds, many see that as a market signal that the buzzword has outpaced the technology.
Conclusion
The resistance among PR agencies highlights growing professional concern over the excessive and sometimes unjustified use of the “AI” label. Because storytelling drives attention and valuation, the industry’s pushback may influence how markets and investors read companies’ AI claims.
