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Companies are hyping AI the same way they talked up sustainability, but there are ways to fix that

  • Written by Suvrat Dhanorkar, Associate Professor of Operations Management, Georgia Institute of Technology
Companies are hyping AI the same way they talked up sustainability, but there are ways to fix thatThe struggling footwear company Allbirds, which announced in April 2026 that it was rebranding into an AI company, may be one of the most recent notable examples of 'AI washing.'Business Wire

Across corporate earnings calls, investor presentations and marketing pitches, “artificial intelligence” has become the buzzword of choice. Yet a...

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