Artificial Deception: Identifying and Tracing the Phenomenon of “AI Washing”

Purpose | In this paper, the phenomenon of AI washing – a deceptive form of market communication – is explored. In particular, the research aims to answer the question: What are the main factors fostering or limiting the development of AI washing? As a theoretical frame, the 6Cs framework, depicting the category (AI washing) against the background of causes, conditions, consequences, context, covariance, and con tingencies, is adopted. Research method | The research is based on secondary sources and on a qualitative approach. The qualitative narrative data were collected, and next, the closed coding technique was used to identify the factors comprised in the 6Cs framework. Results | AI washing is a complex phenomenon related to a specific context of high technological and market pressures. These pressures connected with the opportunities created by causing and facilitating conditions create the environment driving AI washing. Originality / value / implications / recommendations | Contemporary fast technological development creates the surroundings enabling AI washing. It is very difficult to be explored due to the limited access to data, however, as it endangers investors and clients worldwide, it is important to explain the phenomenon and search for the solutions.