In a surprising turn of events, Mahindra Racing announced on Tuesday that it has decided to discontinue its AI-generated influencer, Ava. Initially launched to "showcase the team's journey in the ABB FIA Formula E World Championship and towards a more sustainable future for our planet," Ava faced backlash from fans and media, prompting Mahindra Racing to reconsider the unconventional move.
Mahindra utilized generative artificial intelligence services, including Midjourney and Leonardo AI, to craft Ava as its new ambassador. Roanne Crouse, Head of Partnerships, explained the intent behind Ava, stating, "Having Ava, an influencer that is strongly associated with us and documents our journey but with a broader appeal to help promote our core values as an organization, is a project we're hugely excited about."
On Instagram, Ava's account, @avabeyondreality, identified itself as a "Sustainable Tech Queen & Racing Rebel Robot," with the goal of "fueling inclusion through AI innovation." The virtual influencer chronicled its life through 11 posts, starting from December 8.
However, the unconventional move was met with criticism on social media, with fans and media expressing their discontent. Devin Altieri, a PR consultant in motorsport, remarked on Twitter, "Mahindra creating an AI team ambassador that is a woman instead of simply hiring one real, actual woman to fill that role is so incredibly messed up." Automotive journalist Alanis King echoed similar sentiments, questioning the sustainability of calling Ava a 'Sustainable Tech Champ.'
Responding to the backlash, Mahindra Racing swiftly abandoned the project, leading to the deletion of Ava's Instagram account shortly after this news story was published.
Frederic Bertrand, CEO, and Team Principal of Mahindra Racing acknowledged the public's concerns, stating, "Nurturing diversity, inclusion, and innovation is at the heart of Mahindra Racing. Our AI influencer program was designed with this innovation in mind. Your comments hold tremendous value. We have listened, understood, and decided to discontinue the project."
This development sheds light on the evolving dynamics between technology, public perception, and the motorsport industry, raising questions about the future use of AI-generated influencers in brand promotion.
