---
id: 20260525-T0-03
title: "企业蜂拥进行“AI包装”，公关公司忙着重塑技术人设"
title_en: "Firms Scramble to Rebrand Amid 'AI Washing' Trend"
url: https://ai.daily.yangsir.net/daily/20260525-T0-03
issue_date: 2026-05-25
publish_date: 2026-05-24T15:21:28.000Z
category: news
source_name: "HN AI 精选"
source_url: https://www.theguardian.com/technology/2026/may/24/ai-washing-pr-firms-scrambling-rebrand
---

# 企业蜂拥进行“AI包装”，公关公司忙着重塑技术人设

据《卫报》报道，随着 AI 热度飙升，大量非科技企业正试图通过公关手段将自己重新包装成“技术驱动”公司，这种现象被称为“AI Washing”（AI清洗）。各大公关和营销公司正在通过堆砌 AI 概念和术语，帮助传统企业强行蹭上 AI 热点。这种重营销轻实质的做法正在导致市场信息混乱。对于普通消费者和投资者而言，甄别哪些公司拥有真正的 AI 技术实力，哪些只是停留在营销噱头上的难度正在变得越来越大。

## English Version

**Firms Scramble to Rebrand Amid 'AI Washing' Trend**

Companies are increasingly using PR campaigns to rebrand themselves as tech-focused businesses, a trend now known as 'AI washing,' The Guardian reports. As AI hype grows, marketing and PR firms are scrambling to pitch traditional companies by heavily relying on AI buzzwords and concepts. This marketing-first approach is creating significant noise and confusion in the market. For consumers and investors, distinguishing between genuine AI innovation and superficial marketing stunts is becoming increasingly difficult.

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**来源**：[HN AI 精选](https://www.theguardian.com/technology/2026/may/24/ai-washing-pr-firms-scrambling-rebrand)

**详情页**：https://ai.daily.yangsir.net/daily/20260525-T0-03

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