Mahindra Racing, a team in the ABB FIA Formula E World Championship, has made the decision to discontinue its AI influencer program after facing criticism from the public. The influencer, known as Ava, was created to promote the team’s journey towards a more sustainable future for the planet through the use of artificial intelligence.
Initially, Ava described herself as a “Sustainable Tech Queen & Racing Rebel Robot,” emphasizing her commitment to fueling inclusion through AI innovation. The accompanying Instagram account featured posts discussing topics such as technology, racing, and environmentalism.
However, the use of an AI influencer instead of hiring a real person came under scrutiny. Critics argued that Mahindra’s decision excluded real women who aspire to have careers in motorsports. They believed that the team could have fostered diversity and inclusion by hiring a female influencer to represent their brand instead.
Responding to the backlash, CEO and team principal Frederic Bertrand stated, “Nurturing diversity, inclusion, and innovation is at the heart of Mahindra Racing. Our AI influencer program was designed with this innovation in mind.” He also acknowledged the value of public feedback and confirmed the discontinuation of the project.
This decision reflects the importance of considering the wider implications of AI technology and ensuring that it does not inadvertently exclude or marginalize certain groups. Although the intention behind the AI influencer program was to showcase Mahindra Racing’s commitment to sustainability, it ultimately raised concern about the lack of representation for women in motorsports.
Moving forward, Mahindra Racing will continue to explore innovative ways to promote their brand while prioritizing diversity and inclusion. The controversy surrounding the AI influencer program serves as a reminder for companies to carefully consider the potential impact and unintended consequences of their technological endeavors.