There is nothing new in business that can't be turned to marketing hype. There's been greenwashing, DEIwashing, and even Internetwashing for those who remember the dot com disaster of the early 2000s.

Now there's AI washing. Many software companies in virtually every industry have claimed their prowess in artificial intelligence. It can be hard to tell from the outside whether that it what they do, or even whether it matters so long as their products do as they claim.

There's hype and then there are cons. The SEC recently announced that it had "charged Ilit Raz, CEO and founder of the now-shuttered artificial intelligence recruitment startup Joonko, with defrauding investors of at least $21 million by making false and misleading statements about the quantity and quality of Joonko's customers, the number of candidates on its platform, and the company's revenue.

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