In this contributed article, Maxime Vermeir, Senior Director of AI Strategy at ABBYY, discusses the term “AI Washing” which has emerged as a modern-day mirage, beguiling businesses into pouring resources into AI solutions that, unfortunately, fall short of solving real-world problems. The market is rife with lofty declarations of “innovation” and “Generative AI” utilization, yet they seldom offer a lucid narrative on tangible business outcomes.