Rules, risk and compliance
Washing (from to wash, on the model of whitewashing) is a company's habit of claiming a quality its behaviour does not have, to earn cheap reputation.
The word changes prefix with the quality on display: greenwashing for the environment, AI washing for artificial intelligence, pinkwashing for LGBTQ+ rights, social washing for social commitment. The mechanism never changes: what was not spent on substance is spent on the story.
An example
A company calls «AI-powered» a management system that applies rules written by hand ten years ago. That is AI washing: the word catches the buyer's attention, and the first customer who asks how the system decides finds there is nothing to govern.
What are your business challenges?
Tell us about your priorities and the objectives you want to reach.
You will receive a free, targeted answer within one working day.