'AI washing': firms are scrambling to rebrand themselves as tech-focused | Hacker News

A Hacker News thread examined “AI washing,” where companies rebrand or pivot to AI to attract attention and investment.

Commenters pointed to examples like Allbirds and compared the trend to earlier hype cycles around crypto and blockchain.

The criticism: some firms use AI branding as a last-resort tactic to boost valuation, raise capital, or revive market interest.

The discussion underscores how buzzword-driven pivots can obscure real product changes and erode trust among investors and the public.