AI washing in enterprises: drivers, manifestations, and managerial consequences
Published: August 3, 2026
doi:10.62831/nckh.2026.363.v1
Abstract
This study employs a narrative review to systematize knowledge on the phenomenon of “AI washing,” defined as corporate behavior that misrepresents or exaggerates artificial intelligence capabilities for marketing gains and competitive advantage. Drawing on an integrated management theory perspective, the study analyzes the drivers of AI washing through the fraud triangle framework, identifies its common manifestations, and examines its long-term managerial consequences for enterprises. Based on these findings, the study proposes managerial implications to guide firms in integrating AI into their operations in a transparent, responsible, and sustainable manner.
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