SINGAPORE — Walking through a consumer technology trade show on Thursday afternoon (Aug 29), Leong Jun Wei, 25,’s attention was caught by a booth selling laptops that would be integrated with artificial intelligence (AI).
“I don’t know exactly what the AI function of the device is, but since they label it as such, I expect the function (must be) better than non-AI ones,” the engineer said.
His brother, Leong Choon Hong, 22, who has just completed his full-time national service, He said he was not immediately convinced by such claims, but that promotional material had piqued his interest to “do more research on this.”
With AI gaining increasing public interest, it’s no surprise that consumers such as the leong brothers see marketing materials using it as a buzzword — with at least one marketing expert describing it as a “notable trend.”
Along with this hype comes the potential risk of false advertising, experts say, when vendors make inaccurate or exaggerated claims that products are AI-powered when they are not.
TODAY’s checks have uncovered dozens of retailers here selling products they claim are powered or enabled by AI, though a number of them make such claims without any explanation or justification.
In one case, a company is touting an AI-powered bed with an alarm feature that requires the user to manually set said alarm feature the night before.
Another retailer was selling an electric fan that supposedly had artificial intelligence that adjusted its speed based on the room temperature, which sounds like any other thermostat-controlled appliance.
In addition to electrical appliances, a beauty company is also marketing an “AI-formulated” shampoo that is said to be tailored to individual needs. However, consumers can purchase a bottle online without prior consultation or checking their scalp or hair.
In addition to taking the time to learn more about a product, having a basic understanding of what constitutes AI and what not can help prevent consumers from being fooled by such ambitious claims, experts said.
WHY DOES “AI WASHING” HAPPEN?
Companies are pushing AI in their marketing materials — legitimately or not — simply to capitalize on the growing interest and hype around the technology, marketing experts said.
Dr Wong Kin Yin, a senior lecturer in marketing at Nanyang Business School, Nanyang Technological University, said using the term “AI” can signal to consumers that the product “can be smarter or can perform a function in a better way”, thereby piquing consumers’ interest.
Regarding the inaccurate statements, Dr Samer Elhajjar from the National University of Singapore (NUS) Business School said it could be due to a lack of understanding among marketers or even within the companies themselves.
Others have pointed out that it is “not always straightforward” to determine whether something is actually driven by AI or not.
For example, Dr Sophia Wei of Nanyang Polytechnic said: “AI systems have varying levels of complexity, and interpretations of what counts as ‘AI’ can differ.”
The head of the AI and Data Engineering degree course at the polytechnic added: “Most modern technologies today use at least some form of basic algorithms to detect patterns in data – and that’s AI!”
Of course, it may also be that companies are exploiting the general lack of understanding of AI technologies among consumers.
HOW TO PROTECT YOURSELF AGAINST “AI-WASHING”
As with all forms of purchasing, researching a particular product or service before buying it can help prevent a consumer from being misled by claims about AI capabilities in promotional materials, marketing experts said.
Having a basic understanding of what AI is – and what AI is not – would also be very helpful.
Dr Koh Noi Sian, a lecturer at Nanyang Polytechnic for the Diploma in Applied AI and Analytics, highlighted some key characteristics that differentiate AI from automation:
1. Adaptability and learning – AI-powered products use machine learning to adapt and improve, while automated products follow predefined rules and provide standard solutions without adaptation or decision-making.
2. Complexity of the task – AI-based products perform complex tasks such as understanding and interpreting natural language. Automated products handle simple, repetitive tasks.
3. Personalization – AI-powered products analyze user behavior to make personalized suggestions, like streaming services that recommend content based on viewing history. Automated products offer one-size-fits-all solutions with little to no personalization.
4. Decision making – AI-powered products make decisions and can handle ambiguity and recognize patterns. Automated products follow specific instructions without making decisions, like a conveyor belt in a factory that moves items on a fixed schedule.
5. Interaction and communication – AI-driven products interact in complex ways. Automated products interact in simple, predefined ways, such as an automated customer service phone line with pre-recorded responses based on menu selections.
Consumers who meet advertisements Those who make potentially misleading statements can register their comments with the Advertising Standards Authority of Singapore (ASAS), its chairman Bryan Tan told TODAY.
Consumers who encounter disputes regarding such products may also contact the Consumers Association of Singapore for help, he added.
Ultimately, AI and marketing experts advised customers to evaluate each product based on its functionality and how it meets their needs, rather than focusing on whether the feature is powered by AI or other forms of technology.
“Sometimes a simple non-AI solution can be more effective than a complex AI solution, and vice versa. It’s about finding the right tool for the job,” said Dr Wei of Nanyang Polytechnic.
UNETHICAL ADVERTISING
Knowingly claiming that a product is powered by AI when it is not can be considered false or unethical advertising, marketing experts said, especially when it misleads consumers about the product’s capabilities.
This could lead to “disappointment and loss of brand trust” among consumers, said Dr Elhajjar of NUS Business School.
The term “value washing” refers to positioning a product based on certain desirable features or values without any real substance to back them up.
A common form of this unethical practice is greenwashingreferring to making exaggerated or false claims about environmental friendliness when selling a product.
Dr Wong of Nanyang Business School said “AI whitewashing”, which is already a widely used term, may be more concerning than greenwashing in some ways.
On the one hand, AI money laundering typically involves claims about a product’s functionality, which may be more obvious to a user or buyer, who may be personally disappointed when the product does not perform as promised.
In comparison, greenwashing can sometimes include claims about practices higher up the supply chain, such as how materials are sourced or the energy and resources consumed during production.
“(With greenwashing) it means that the consumer probably has to rely on the brand’s claims rather than, for example, going to the factory to check for themselves,” she said.
Buying an eco-washed product can then mean that the consumer generates a more negative environmental impact than expected.
In response to TODAY’s questions, Asas said that since 2022, it has not received any feedback on claims that products feature AI.
Mr Tan, its chairman, said: “If Asas receives such feedback, we will contact the advertiser to substantiate the allegations and assess compliance with the Singapore Code of Advertising Practice (Scap).
“As new technologies emerge, Asas wishes to emphasize that adherence to Scap’s core principles – legal, decent, honest and truthful – must always be upheld in all advertising.”
Like the Leong brothers, another visitor to the consumer technology show, Mr Shu Herng, 39, who works in the manufacturing industry, said he would “test what the AI function is” when he came across marketing material touting such buzzwords.
“Does such a claim make the item seem high-tech? Yes. But as a consumer, you need to be informed and know more about the product first.”
To provide your opinion on false advertising, visit the website from the Advertising Standards Authority of Singapore.
