When AI marketing is more artificial than intelligence

The bar for what counts as artificial intelligence is continually rising. Technologies should lose their AI status when they become routine (optical character recognition is no longer recognized as an example of AI for this reason). However, for marketers it's tempting to go in the opposite direction and rebrand all kinds of routine technologies as AI in order to make them sound more exciting and newsworthy. AI was a key theme at this year's Mobile World Congress. One AI-themed announcement was "aia", from telecoms IT giant Amdocs, which claims to enable the "self-driving telco".