The AI Label Is on Everything Now: That's a Problem for Buyers and Home Brands Alike

The article discusses the growing trend of consumer tech companies heavily marketing their products as "AI-powered," despite the term becoming increasingly vague and misused. The commentary highlights the recent IFA 2025 event, where AI was a prominent buzzword used by brands to promote their products. The author expresses concerns about the blurring definition of AI, noting that it is often used as a marketing gimmick rather than accurately reflecting the technology's capabilities. This can create confusion for consumers, who may have unrealistic expectations about the actual functionality of the products they are purchasing. The article suggests that the overuse of the AI label is a problem for both buyers and home brands, as it can undermine consumer trust and make it difficult for companies to differentiate their offerings meaningfully. The author calls for a more nuanced and transparent approach to the use of AI in consumer tech, where the technology's capabilities are accurately represented and its limitations are acknowledged.