After being pressured by regulation in 2025, Apple, Google, Microsoft, and Samsung have significantly adjusted or removed misinformation or exaggerated AI marketing claims for their products. As a result of growing pressures from the U.S. National Advertising Division (NAD) and U.S. Federal Trade Commission (FTC) initiated reviews, several claims that did not comply with the NAD code of conduct, deliberately or egregiously, have been withdrawn or revised as a result of misleading, or willfully touting AI capabilities before actually launching AI features. Subsequently, the companies withdrew or revised promotional claims on websites, demos, and campaigns.
The BBB‑affiliated NAD highlighted that several ads violated advertising standards by implying features were already live when they were not. Meanwhile, the FTC launched “Operation AI Comply” in September 2024, targeting deceptive Artificial Intelligence marketing and imposing enforcement actions against firms, including DoNotPay and Ascend Ecom.
Tech Companies Updating Their AI Advertising: Why Are They All Doing It?
Who: Apple, Google, Microsoft, Samsung
What: Backing off or correcting AI-related product advertising
When: Revisions made this past year (2024–2025)
Where: U.S. markets, global websites, YouTube, press releases
Why: Federal Trade Commission’s “Operation AI Comply” and National Advertising Division findings identified marketing representations that misrepresented product timeliness or actual capabilities
How: Companies removed videos, changed wording, and added disclaimers
Regulators claim that “magic AI” messaging can lead consumers to inflationary assumptions about what today’s generative models are capable of. The agencies indicated that AI features with promotional language stating they are “available now” were frequently not available, or disclaimers were not provided.
How Apple, Google, Microsoft, and Samsung Adjusted Their AI Messaging
Apple Changes Siri and Apple Intelligence Messaging
Apple had marketed Siri improvements as new features available as part of its “Apple Intelligence” branding. NAD concluded that this was misleading advertising based on small print and no clear disclaimers. Apple removed its video with actress Bella Ramsey, and made changes to clarify on-site claims that many of the features are still in development.
Google Removes Gemini AI Demo Video
Google’s Gemini video, which featured its AI planning vacations, analyzing photographs, and composing music, was removed after NAD noted that the footage was stylized media, not video content. Google hosts the Gemini video behind the blog post now, noting that it was a sped-up illustration rather than any aspect of real-time Artificial Intelligence activity.
Microsoft Revises Its Copilot and Business Chat Prospects
Microsoft recently removed a page devoted to Business Chat, which indicated seamless access to all work data. The claim led NAD to interpret that Microsoft had implied cross-app functionality and the ability to generate documents beyond what the product allowed. Moreover, Microsoft has modified its “75% productivity boost” claim to indicate that the claim reflects user opinion and not any measured productivity.
Samsung Walks Back Its AI Refrigerator Recognition Claims
Samsung, in promoting its smart refrigerator, claimed it “automatically recognizes what’s inside”. Of note was the camera’s inability to identify just 33 grocery items if they were directly visible. NAD disclosed that this was misleading, and before the formal challenge was concluded, Samsung voluntarily pulled the language.
The Larger Implications: What This Means for the Future of AI Marketing in 2025
This dose of revisions is part of a larger reckoning in the advertising of AI products:
- Regulatory clarity is shifting: The FTC’s “Operation AI Comply” launched in 2024, which indicates a new focus on increasing compliance with truthful advertising in the marketing of AI.
- Consumer expectations are changing: Users are more aware and critical of AI promises. Even a small misrepresentation can break a brand’s trust.
- Establishing precedents: NAD’s cases create a template for future cases, increasing the challenge to use vague or speculative language in marketing around Artificial Intelligence.
In the words of George Heudorfer, marketing professor at the University of New Haven:
“When you market Artificial Intelligence like magic, you are going to encourage scrutiny. You will be better off underpromising and overdelivering.”
Major Takeaways for Marketers and Brands
If your brand is offering Artificial Intelliegence capabilities, here are some best practices to follow to manage risk:
- Don’t make generalizations or reference vague future-stated claims without having clear disclaimers.
- Make disclaimers noticeable, not hidden in footnotes or fine print.
- Do not use stylized videos unless they are labeled very clearly as demonstrations or simulations.
- Provide clear data for performance statistics, especially if the stats imply productivity or business impact.
FAQs
1. Why did tech giants pull their AI ads?
NAD and FTC cited numerous instances of false or exaggerated claims of AI features, leading Apple, Google, Microsoft, and Samsung to streamline their messaging.
2. What makes the claims so misleading?
Apple described “coming soon” Siri features as “the latest”; Google’s Gemini video presented “real-time” capabilities; and Microsoft overpriced the productivity benefits of AI. Samsung overstated its AI food recognition features.
3. What is the “Operation AI Comply”?
The FTC launched in 2024 on false and misleading advertising and product claims related to AI across all markets.
4. How can marketers dodge the new AI advertising pitfalls?
Implement clear disclaimers, avoid overstating potential, and be sure that a product’s demonstration mirrors its performance and not just its potential product vision.
5. Is this scrutiny limited to the big tech firms?
No. Right now, the regulatory concerns are on Apple, Microsoft, and so on. But the regulatory framework applies to any company that is using AI in products and services directed towards consumers.
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