COMPANIES REBRAND AUTOMATION AS AI TO CHASE HYPE

Public relations executives say the trend has become widespread as companies attempt to capitalize on AI buzz. Bosses running businesses that use standard automation—but not generative AI—are increasingly demanding rebrand campaigns that position their firms as AI specialists. The practice reflects investor and consumer appetite for AI-related businesses. However, PR professionals describe the requests as "yoga-level stretches," indicating significant gaps between companies' actual capabilities and their marketing claims. Low-tech industries appear most susceptible to the rebranding push, with executives tasking communications teams to secure media coverage using inflated AI narratives. The phenomenon underscores how hype cycles can drive companies toward misleading positioning rather than substantive technological innovation. Such rebranding carries risks. As AI capabilities become clearer to investors and consumers, companies making exaggerated claims face potential credibility damage and regulatory scrutiny.