Glossary/AI Search & Emerging/AI Washing
AI Search & Emerging
AI Washing
Overstating or inventing a product's use of artificial intelligence in marketing claims, a practice regulators such as the SEC and FTC have pursued.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
AI washing is overstating or inventing a product's use of artificial intelligence in marketing claims. It can mislead customers and investors about what a product actually does. Regulators such as the SEC and FTC have pursued companies for such claims, so marketers should be able to substantiate any statement about AI capabilities.