AI washing is thriving because companies and policymakers ignore four important principles. These shortfalls, in the past, also characterized greenwashing.
Until businesses address these four principles, AI washing will continue. Without standards and audits, even well-intentioned companies can’t know if their work meets adequate rigor. Without assessments of material impact, some groups of consumers or shareholders will be hurt. And without liability, even thorough auditors won’t be able to identify whether a business’s claims about AI are truthful.
This trend shows that even well designed accountability measures require durable political support to succeed. After all, corporate sustainability took more than 25 years to develop from an initial framework to mandatory standards, and it still remains a work in progress. AI, by contrast, is advancing exponentially in terms of its reach and societal impact. There may not be 25 years to catch up – but at least there are lessons from the recent past.
