Abstract

The article focuses on the analysis of the AI-washing phenomenon, a new occurrence in business practices involving, among other things, marketing and informational manipulations regarding the use of artificial intelligence (AI) in a product or service. The purpose of the article is to characterize this phenomenon, present a functional definition of AI-washing, and consider the possibility of classifying it as an act of unfair competition or unfair business practice. The authors compare AI-washing to phenomena such as greenwashing, pointing out similarities in their intention to deceive the audience. An important issue is also the reference to the regulations included in the AI Act, which may influence the interpretation of the concept of AI in the context of actions considered to be AI-washing.