How to Combat AI Washing in PR and Boost Engagement

In the age of rapid technological advancement, the term "AI-driven" has become a marketing buzzword that many companies adopt without fully delivering on its promise. This phenomenon, commonly referred to as "AI washing", is creating skepticism among consumers, investors, and media professionals. But while AI washing risks damaging trust, there are actionable ways for brands to position themselves authentically in the marketplace.

This article explores insights from a discussion with Stamatus Astra, co-founder and chief business officer of Intelligent Relations, who provides thought-provoking strategies to combat AI washing, leverage AI effectively, and build stronger engagement. Whether you’re an entrepreneur, part of an in-house PR team, or a tech-savvy thought leader, these lessons can help you foster trustworthiness in your messaging and stand out in a crowded, AI-laden market.

What Is AI Washing, and Why Is It Risky?

AI washing occurs when companies overstate their use of artificial intelligence, applying the term "AI-powered" to products or services without substantial technological backing. While the hype around AI is understandable, it often leads to disingenuous or exaggerated claims, which can backfire.

The Risks of AI Washing:

1. Eroded Trust: Buyers, journalists, and investors are increasingly skeptical of grandiose AI claims that lack transparency or proof. Misleading messaging can tarnish credibility.
2. Commoditization of Communication: Overuse of generic, AI-generated content risks making your brand feel impersonal and robotic, alienating audiences.
3. Missed Opportunities for Authenticity: Companies focused on superficial buzzwords may fail to communicate the real value they bring to the table.

As Astra succinctly puts it, "You cannot BS your way through this." The solution lies in honesty, transparency, and thoughtful use of AI-driven tools to genuinely enhance your value proposition.

The Three Layers of AI Explained

To understand AI’s role in PR and communications, Astra breaks it down into three primary layers:

1. Generative AI: This is the most familiar application, where tools like ChatGPT generate text-based content such as press releases or emails. While this is a useful starting point, it’s only scratching the surface.
2. Data Analysis (AI on the Back End): AI can summarize and analyze massive datasets far more efficiently than humans, providing actionable insights from complex information.
3. Autonomous Agents: The emerging frontier of AI involves models that can interact with one another to complete tasks with minimal human intervention. While this technology is still evolving, it’s a glimpse into the future of seamless, automated workflows.

It’s critical to understand where your business falls within these layers and communicate your capabilities accurately.

How to Build Credibility and Avoid AI Washing

1. Be Transparent About Your AI Use

Rather than making grand, unsubstantiated claims about being "AI-powered", focus on specific, measurable benefits you offer through AI. For example:

• Do you use AI to analyze customer feedback and provide personalized recommendations?
• Can your platform automatically draft, approve, and distribute press releases?

Communicate these capabilities clearly and honestly, without exaggeration. As Astra advises, "Highlight what you’re doing and keep it simple."

2. Show, Don’t Just Tell

Illustrate your AI’s capabilities through tangible examples, such as:

• Creating short demo videos for platforms like Instagram or LinkedIn that showcase how your tools work.
• Sharing case studies or success stories where AI has delivered measurable results.

This approach not only builds trust but also makes your messaging relatable and actionable.

3. Focus on the Fundamentals

While AI can enhance efficiency, the core principles of business and PR remain the same. Metrics like engagement, customer satisfaction, and growth still hold the most weight. Use AI as a tool to streamline these efforts, but don’t lose sight of the human creativity and strategic thinking that drive meaningful connections.

"AI is just another tool", says Astra, "but the fundamentals of business haven’t changed."

Human Creativity: The Irreplaceable Asset

Critics of AI-driven content often express concerns about the risk of commoditization - that automation strips away the nuance and creativity essential to effective communication. Astra firmly believes that human originality and critical thinking will always hold the highest value.

The Role of Human Expertise in PR:

• Message Crafting: AI can suggest ideas and summarize trends, but crafting an authentic and bold message still requires human input.
• Relationship Building: Journalists seek data, bold ideas, and unique perspectives. These cannot be fully automated.
• Strategic Thinking: The ability to develop innovative strategies, take calculated risks, and align messaging with a brand’s DNA is uniquely human.

As Astra explains, AI is there to "put everything on a silver plate" for humans to review, edit, and approve. It’s a powerful ally, but not a replacement for creativity and thought leadership.

Case Study: Scaling PR Without Losing the Human Touch

One example of effective AI application comes from a privacy-focused client working with Intelligent Relations. This client, operating in both B2B and B2C markets, leveraged AI to build relationships with journalists in a highly targeted and timely manner.

By combining AI-driven insights with human personalization, they:

• Responded to newsworthy events with tailored pitches.
• Provided journalists with exclusive data and actionable tips.
• Maintained ongoing dialogues to position the brand as a trusted source.

The result? Media coverage in major outlets like The New York Times and a reputation as an expert in their field. This balance of AI efficiency and human strategy is the gold standard for modern PR.

Preparing for the Future: What’s Next for AI in PR?

Looking ahead, Astra predicts several key trends that will shape how AI integrates into PR and communications:

• Cost Efficiency: The cost of building and maintaining AI-driven tools will continue to decrease, making advanced capabilities more accessible to businesses of all sizes.
• Streamlined Processes: Technologies enabling agents to interact autonomously will become more robust, reducing execution times dramatically.
• Enhanced Accuracy: As AI systems improve, they’ll deliver even more precise data, helping brands make informed decisions faster.

However, as these advancements unfold, maintaining a human-centric approach will remain essential to cutting through the noise.

Key Takeaways

• Avoid AI Washing: Be transparent about how your AI tools work and the value they provide. Overstating your capabilities risks eroding trust.
• Balance AI and Human Creativity: Use AI to enhance efficiency while relying on human expertise for strategy, messaging, and creativity.
• Focus on Fundamentals: Engagement, trust, and authenticity remain the cornerstones of successful PR. AI is a tool to amplify - not replace - these efforts.
• Provide Tangible Proof: Showcase your AI capabilities through case studies, demos, and specific examples to build credibility.
• Prepare for Innovation: As the cost of AI tools decreases and new capabilities emerge, be prepared to adapt and evolve your processes.

In today’s crowded market, authenticity and trust are more important than ever. By leveraging AI responsibly and combining it with human ingenuity, your brand can stand out as a credible, forward-thinking leader.

Source: "Navigating AI in PR: Strategies to Combat AI Washing and Enhance Engagement" - MSP Radio, YouTube, Aug 30, 2025 - https://www.youtube.com/watch?v=p-yCu0mX16Q