Unveiling AI washing: Bridging corporate technological gaps through a cognitive dissonance lens
本研究利用认知失调理论，实证考察了AI洗白（AI叙事与实际能力不符）与企业技术差距之间的倒U型关系，并发现内部研发投资和行业研发投资是传导渠道，AI学习能力与投资者情绪起调节作用。
This study utilizes Cognitive Dissonance Theory to empirically investigate how ‘AI washing’, the discrepancy between AI narratives and actual capabilities, affects the corporate technological gap. Using panel data from China's A-share listed firms (2007–2022), the findings establish a significant inverted U-shaped relationship between ‘AI washing’ and the technological gap. Mediation analysis confirms this relationship is channeled through both internal R&D investment and industry-level R&D investment. Moderation analysis reveals that strong AI-enabled participatory learning capability flattens the inverted U-curve, indicating earlier corrective action. Conversely, high investor sentiment is shown to steepen the curve. Furthermore, the nonlinear effect is subdued for firms in national AI pilot zones or high-technology-intensive industries. This research advances ‘AI washing’ literature through quantitative analysis, extends Cognitive Dissonance Theory to the domain of technology strategy, and offers empirical insights for responsible AI governance. • Applies cognitive dissonance theory to analyze AI washing's impact on the corporate technological gap. • AI washing initially widens the technological gap by stifling innovation but narrows it past a threshold as firms adapt. • Firm- and industry-level R&D investments mediate the relationship between AI washing and the technological gap. • Stronger AI knowledge absorptive and participatory learning capabilities result in a flatter inverted U-shaped curve. • Effects vary by investor sentiment, firm traits, and regulations, with persistent AI washing potentially hindering sustainable progress.