Apple, Google, Microsoft, and Samsung are adjusting their advertising strategies for AI features following increased scrutiny from regulators. Concerns were raised that marketing materials overstated the capabilities and availability of AI systems. This reassessment involves revising or retracting certain claims about their newest AI products.
The National Advertising Division and the Federal Trade Commission are focusing on the accuracy of AI advertising, pushing companies to provide clearer explanations of the technology's real-world capabilities. This comes as companies have been employing elaborate campaigns to promote their AI products. Verifying the actual capabilities of AI systems presents difficulties for both marketers and regulators.
Examples of changes include Apple dropping ads for unreleased Siri features and adding disclaimers about ongoing development. Google replaced a Gemini demo video that made its AI look better than it is. Microsoft clarified that user feedback on Copilot was subjective, and Samsung admitted its smart fridge doesn't fully recognise everything inside.
