The truth about AI marketing and what our competitors prefer not to disclose

Artificial intelligence (AI) is still the buzzword of the moment, but not everything advertised as AI actually contains AI. We take a critical view of this misleading practice, known as ‘AI washing’. At tetys, we therefore have a very clear stance: we only write about AI if our products or services actually contain real AI. With this positioning, we want to consciously differentiate ourselves from market competitors who exploit the hype without the corresponding technological basis. In this blog post, I would therefore like to explain what exactly is behind the term AI washing and why authenticity and transparency are so crucial for us and our partnerships.

What is „AI-Washing“? 

The term AI washing describes the practice of advertising products, services or even entire companies as AI-supported, even though the technology used is either not real AI or is based solely on simple, rule-based algorithms. Sometimes these are simply marketing phrases designed to increase the appeal of a product without any substantial technological basis.

A particularly relevant example in our immediate environment can be found in production planning. Market competitors talk about ‘algorithms that have been in use for 25 years’ on the one hand, and advertise them as ‘AI planning’ on the other. In most cases, these are well-known, rule-based optimisation algorithms that are based solely on predefined rules and are not capable of learning from new data or adapting independently. Other examples of AI washing include chatbots that run on a fixed script or supposedly ‘AI-supported’ image recognition that is actually based on simple metadata analysis. Such practices are not only misleading, but also damage trust in the technology and in companies that actually invest in genuine AI solutions in the long term.

Our promise: authenticity and transparency

We distance ourselves from AI washing, and that's more than just a marketing strategy. We firmly believe that trust is the most important currency in our industry. We build this trust by consistently focusing on authenticity and transparency.

This means: When we announce a new feature in our product that is enabled by ‘machine learning,’ for example, you can be sure that we are using state-of-the-art algorithms that learn from data and continuously improve. Our approach is to first consider technology as a fundamental component of our solutions that creates real, demonstrable added value. Of course, it is permissible to then use this as a marketing tool.

The ethical responsibility of tetys

Consciously distancing ourselves from AI washing is an ethical obligation for us. We see it as our responsibility to strengthen the AI industry through honest communication. By clearly communicating when and how we use AI, we help to promote the responsible use of disruptive technologies. This not only protects our partners from empty promises, but also promotes the sustainable development of the technology itself.

How to recognise genuine AI added value

There are a few simple but effective criteria you can use to protect yourself as a potential customer from AI washing:

1. Specific explanations: A reputable company can explain in detail what type of AI it uses (e.g. machine learning, computer vision, natural language processing) and how this specifically creates added value. Ask about the mechanisms, not just the promises.
2. Real innovation: Ask yourself whether the product would even be conceivable in this form without the touted AI technology and whether the described functionalities actually indicate the use of AI. Real AI applications automatically solve complex problems that would be difficult or impossible to solve with traditional software and additional personnel.
3. Verifiable results: Genuine AI applications deliver measurable, quantifiable results – whether through increased efficiency, more accurate predictions or personalised user experiences that clearly stand out from conventional solutions.

Our approach: Real AI for real solutions

At tetys, we are convinced that artificial intelligence will become a fundamental part of our everyday lives, both now and in the future, and we use AI ourselves in all departments and areas of application on a daily basis. We are proud to be at the forefront of technological innovation while remaining true to our values. We won't lure you in with empty phrases, but rather aim to provide you with high-quality, honest and effective products. That is our promise to you – today and in the future.

If you would like to learn more about our specific AI roadmap, follow us on LinkedIn or feel free to contact me directly.