2022 superior AI Washing cartoon- Marketoonist | Tom Fishburne

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22 superior AI Washing cartoon- Marketoonist | Tom Fishburne


“AI suffers from an unrelenting, incurable case of vagueness,” Eric Siegel advised BBC reporter James Clayton.

On the similar time, Gartner pegged Generative AI in its most up-to-date Hype Cycle as being on the “Peak of Inflated Expectations.”

That mixed “vagueness” and “hype” is a recipe for “AI-powered” being utilized indiscriminately throughout absolutely anything.  Wired described CES 2024 a pair weeks in the past as “the yr AI ate Vegas.”  Merchandise ranged from AI-powered pillows to hoover cleaners to toothbrushes.  Something that makes use of an algorithm is being rebranded as “AI.”  

As James Clayton noticed, “no product is simply too boring or humdrum, it appears, to flee an AI makeover.”

It’s additionally a recipe for disappointment, as folks anticipating ChatGPT-level magic uncover that “AI-powered” may be only a warmed-over model of the identical outdated factor.  In Gartner’s Hype Cycle mannequin, the “Peak of Inflated Expectations” is adopted by the “Trough of Disillusionment.”

As Gartner analyst Arun Chandrasekaran put it:

“There’s a conflation now of generative AI and different AI that would muddle the sphere a little bit bit.  Entrepreneurs could be capturing themselves within the foot once they promote one thing that finally ends up not being what folks anticipated.”

Final month, SEC chair Gary Gensler took purpose at “AI washing” as falling in the identical class of “inexperienced washing” — making imprecise, unfounded claims that finally confuse shoppers.

Within the frenzy of hype round new expertise, it’s a good suggestion by no means to lose sight of precise client wants.  An software of the brand new expertise could assist deal with these wants.  Or it might not. However entrepreneurs generally tend to deal with the product, slightly than on the buyer.

Considered one of my favourite advertising quotes is from HBS Professor Theodore Levitt in 1960. It stays reminder even within the age of AI:

“Folks don’t wish to purchase a quarter-inch drill. They need a quarter-inch gap!”

Listed below are just a few associated cartoons I’ve drawn over time:

“Work is extra enjoyable with framed marketoons in your wall”

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11 superior AI Washing cartoon- Marketoonist | Tom Fishburne

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