A growing chorus of critics in tech media and journalism has called for companies and publishers to stop simply marketing their use of artificial intelligence and start being much more transparent and truthful about how it’s actually used. The debate was fueled in part by high‑profile incidents at outlets like CNET, where generative AI‑produced content was published without clear upfront disclosure that it was machine‑generated — a practice that led to errors, corrections, and reputational backlash.
CNET drew scrutiny in early 2023 after it emerged the site had quietly published dozens of articles generated with an AI engine, attributed only to bylines like “CNET Money Staff.” Independent reviews found many of those stories contained factual inaccuracies and even instances of apparent plagiarism, forcing the outlet to issue corrections and update its editorial approach, underscoring broader concerns about AI’s reliability when used without clear standards.
Industry observers argue that this episode highlights a key risk of “AI washing” — where companies overstate or obscure how AI is used rather than openly communicating its true role and limitations. Overhyping AI’s role can mislead audiences, erode trust, and mask the real work humans do behind the scenes, particularly when mistakes occur or content quality suffers. Researchers and ethicists say transparent disclosure and clear governance are essential to maintain credibility as AI becomes more embedded in content creation.
The push for honesty isn’t just about journalism. Across sectors — from marketing to product claims — regulators and experts emphasize that AI should be described accurately: not just touted as “AI‑powered” for promotional effect, but explained in ways that build trust and let users understand where AI helps and where human oversight remains crucial. Such clarity, critics say, will help organisations harness AI responsibly without misleading customers or sacrificing quality.
