AI fever: between real innovation and image washing
The two magic letters of the moment are, without a doubt, “IA”. They have become a mantra repeated to an extreme in the business world, especially in the technological field. Few managers resist the temptation to spice up their speeches with promises of intelligent algorithms and systems that learn on their own. But how much reality is there behind this omnipresent AI and how much is simple opportunistic marketing?
We are in the midst of the “AI washing” bubble, a phenomenon similar to “green washing” that affects environmental practices. Just as many companies dye themselves green to project an ecological image that does not fit reality, there is now a proliferation of those that proclaim themselves champions of AI without their products or services actually implementing it in a meaningful way.
The lack of a clear and universally accepted definition of what constitutes artificial intelligence plays in favor of this trend. As there is no clear border, each company can claim the “AI” label at will, presenting simple algorithms or basic automations as if they were state-of-the-art machine learning systems.
And AI has become a very valuable asset in the market. Companies that use, or simply claim to use, this technology benefit from an image of innovation and avant-garde that attracts investors and customers. In a business world obsessed with disruption and cutting-edge technology, AI is presented as the key to success, which further encourages the proliferation of “AI washing.”
A clear example of this trend is the proliferation of chatbots that present themselves as conversational AI systems. While it is true that some chatbots use natural language processing (NLP) and machine learning techniques to improve their responses, most simply follow a predefined set of rules and programmed responses.
Calling these chatbots “artificial intelligence” is, in most cases, an exaggeration. These are useful tools that can automate certain tasks, but their ability to understand and respond to human language in a truly intelligent way is very limited.
So, how can we separate the wheat from the chaff? How can we distinguish between companies that are truly using AI to innovate and improve their products and services from those that are simply taking advantage of the fad to whitewash their image?
Some keys could be:
. Tangible results: True AI translates into concrete results. If a company claims to be using AI to improve process efficiency, reduce costs, or personalize the customer experience, it must be able to demonstrate these improvements with data.
. Transparency: Companies that actually use AI must be transparent about how they do it. They must explain what type of algorithms they use, what data they train them with, and what the limits of their systems are.
. Long-term focus: AI is not a magic bullet or a fad. Companies that are truly committed to AI do so with a long-term vision, investing in research and development, and working to strategically integrate this technology into their operations.
It is important to be critical and not let ourselves be dazzled by the brilliance of the acronym AI. The true value lies not in the label, but in the real ability of this technology to solve problems, generate innovations and improve our lives. In a world flooded with information and grandiose promises, the key is knowing how to discern between empty marketing and true innovation.
