Summary: Mahindra Racing, a team participating in the ABB FIA Formula E World Championship, recently launched an AI-generated influencer named Ava. However, the project faced significant criticism on social media, prompting Mahindra Racing to abandon it. The decision comes after concerns were raised regarding the treatment of women and the sustainability of AI technology.
Mahindra Racing aimed to showcase their journey in the championship and their commitment to a more sustainable future through Ava, their virtual influencer. The AI-generated ambassador was designed using generative artificial intelligence services, including Midjourney and Leonardo AI. The introduction of Ava was meant to document the team’s progress while promoting the organization’s core values.
However, the project faced immediate opposition on social media platforms. Critics argued that instead of creating an AI influencer, Mahindra Racing should have hired a real woman to fill the role. PR consultant Devin Altieri expressed disappointment, stating that the decision was “incredibly messed up.” Automotive journalist Alanis King also joined the conversation, highlighting concerns about the energy consumption associated with AI technology.
In response to the backlash, Mahindra Racing CEO and team principal, Frederic Bertrand, emphasized their commitment to diversity, inclusion, and innovation but ultimately decided to discontinue the AI influencer project. The Instagram account associated with Ava was subsequently deleted.
The decision to abandon the project showcases Mahindra Racing’s responsiveness to public opinion and willingness to rethink their strategies. While AI-generated influencers have gained popularity in various industries, this incident highlights the importance of considering public sentiment and ethical concerns when implementing such initiatives. As the debate around AI and its implications continues, businesses must tread carefully to avoid controversy and ensure their actions align with their desired values.
The source of the article is from the blog publicsectortravel.org.uk