In a move to promote its Formula E activities, Mahindra recently unveiled its new female artificial intelligence (AI) ambassador named ‘Ava’. However, the company is now facing heavy criticism online for choosing an AI ambassador instead of hiring an actual woman for the role.
Promoting Ava as their “go-to Sustainable Tech Champ,” Mahindra aims to utilize AI technology to create positive change and spread their message about sustainability. According to Roanna Crouse, the head of partnerships at Mahindra, the goal was to find innovative ways to reach a wider audience beyond their professional racing team.
Nonetheless, social media users were quick to express their disappointment in the decision. Ash Vandelay, an award-winning motorsport Twitch streamer and official Red Bull Racing content creator, condemned the move by stating, “Motorsport companies/teams will do anything but hire actual women.” Another journalist, Noelle Flamingo, added, “Lol men in motorsport will literally invent a woman so they don’t have to hire one.”
Although Formula E does not currently have any female drivers, there are women in prominent roles within the sport. Mahindra itself has Andrea Ackroyd as the lead performance engineer for the team. Additionally, Simona de Silvestro became the first female driver to score points in Formula E back in 2016. Porsche has also announced the appointment of Czech racer Gabriela Jilkova as its simulator and development driver for the 2024 season.
While Mahindra’s choice of an AI ambassador may have sparked controversy, Formula E fans are eagerly anticipating the upcoming race in Mexico City on January 13th. It remains to be seen how Mahindra will address the criticism surrounding their AI ambassador selection in the future.
The source of the article is from the blog procarsrl.com.ar