To absolutely no one's surprise, the Silicon Valley AI hype machine has gotten ahead of itself. To the point where an industry group - nominally expected to wink and nod at 'puffery' - became so concerned at outlandish advertising claims to consumers about AI capabilities that it has called a number of them out - and from big names like Apple, Google, Samsung and Microsoft.
The key issue here appears to be that as corporations invest more than they anticipated in AI, but with disappointing results, they have taken to advertising to consumers and, to put it politely, 'overstated' capabilities. That was ok when they made the claims to financial investors who are expected to be sophisticated enough to do research. But having been caught inflating claims to the public, Big Tech firms are now being forced to retract or revise those exaggerations. JL
Patrick Coffee reports in the Wall Street Journal:
Apple, Google, Microsoft and Samsung are revising or retracting claims about their newest AI products in response to an ad-industry self-regulatory group about whether marketers are overstating capabilities of AI features. Microsoft added a disclaimer to surveys that 75% reported greater productivity after using Copilot for 10 weeks, clarifying it reflects perception not objective measurements. Samsung dropped assertions its AI-powered refrigerator recognizes what’s in your fridge, so you know what’s inside.” As AI worms its way into every industry, customers should expect a surge in questionable marketing. "When you market AI like magic, you’re going to invite scrutiny. It’s a performance claim - you need to back that up."