Long live the King 

Today’s snake oil comes in many forms, perhaps the most potent of which is AI.  

AI has the potential to transform every aspect of modern life from healthcare to transport, education to finance. While the jury is out on whether it will be an unmitigated boon, some benefits are undeniable. So the temptation to claim AI involvement in everyday operations is almost overwhelming.  

One global soda manufacturer launched a limited edition drink claiming it was co-created with AI – a claim later found to be exaggerated for marketing purposes.  

A second campaign launched during the Indian Festival of Colours added a modern twist to the traditional Indian Thandai drink and even suggested its brand name end with ‘.ai’ rather than the traditional ‘i.’ 

Beware false idols 

In both cases, these marketing campaigns were more about leveraging the buzz around AI than showcasing genuine AI-driven innovation. But in over-stating AI's role, there was concern this could mislead consumers and create unrealistic expectations. 

Directors and officers need to be transparent and accurate about AI-related disclosures if they are to mitigate the risk of “AI-washing.” Failure to do so could result in a world of pain from reputational damage through to regulatory action or even securities class actions. 

We understand the complexities of operating in this space. We shoulder all kinds of risk while helping our clients to problem-solve. In fact, you could say we revel in helping companies navigate the minefield without resorting to snake oil at the end of the d.ai.