Mahindra Racing faces backlash over AI influencer meant to promote diversity
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Mahindra Racing launched an AI influencer named Ava to promote diversity and inclusion in Formula E racing, but faced backlash and criticism over using AI instead of a human woman.
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Fans questioned why the racing team chose an AI mascot rather than hiring actual women, when there are few female drivers in the sport.
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Mahindra intended for Ava to interact with drivers and document the team's progress, but discontinued the project after just 2 days following negative reactions.
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The case highlights issues with opting for AI over human talent, though companies have increasingly used AI influencers to save money compared to human models.
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Mahindra's experience mirrors backlash Levi Strauss faced over announcing AI-generated models, rather than real people, to promote diversity.