Mahindra Racing set out to be more inclusive and promote diversity with its Formula E team's AI mascot, Ava. But it was left with no choice but to drop those plans when it was met with criticism over the move.
The model was publicly launched on Tuesday with a mandate: to be Mahindra Racing's "go-to sustainable tech champ, navigating the cutting edge of innovation to create positive change."
Ava would "interact" with drivers and "shine a new light" on their progress at the 10th season of Formula E to be held in Mexico City this weekend, according to Reuters.
Roanne Crouse, Mahindra's head of partnerships, also highlighted that the group was thrilled for Ava to document their experience.
“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,” Crouse said.
Ava lasted two days in the job
But the Formula E racing team was forced to do away with their brand new AI influencer after just two days on Thursday following a wave of criticism.
Outraged fans questioned why the company chose an AI-powered influencer over a human one, especially in a sport like racing that's been known to have few female drivers (the series that kicks off Saturday has no female participants either).
One Instagram user commented on a post by the now-dormant account for Ava saying: "Motorsports companies will do anything but hire actual women."
Another user said: "This is a massive step back for women in motorsport. What a slap in the face for human women that you’d rather make one up than work with us."
The Mahindra Racing team's principal Frederic Bertrand said in a post on X on Thursday that Ava was intended to be a symbol of innovation and diversity, but following people's comments, Mahindra Racing would "discontinue the project."
"Nurturing diversity, inclusion and innovation is at the heart of Mahindra Racing. Our AI influencer program was designed with this innovation in mind," Bertrand said.
Nurturing diversity, inclusion and innovation is at the heart of Mahindra Racing.
— Frederic Bertrand (@Fred_Bertrand) January 11, 2024
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.
Mahindra Racing didn't immediately return Fortune's request for comment.
The racing group's rodeo with Ava highlights both, the ease of using AI and also the issues it raises when AI is opted over humans.
Using AI as 'human talent'
Ava might have made history as the first AI icon in racing, but companies have been flirting with the idea of using AI talent over humans for a variety of reasons.
Aitana Lopez, for instance, is a Spanish AI model designed by modeling agency The Clueless after it was fed up with working alongside human models, Fortune reported in November.
Among the agency's concerns were how expensive it was to hire real-life models and how difficult it was to work with them. The endeavor has proved lucrative, with Aitana raking in roughly $3,300 a month on average.
“It took us a few months of experimenting and trying out different looks until we finally hit the jackpot with the Aitana you see today,” Diana Núñez, co-founder of The Clueless, told Fortune in an interview.
People have also tried replicating AI versions of themselves as a way to leverage the technology to make money.
Caryn Marjorie, a 23-year-old influencer, created a "virtual girlfriend" persona of herself, charging $1 a minute for interactions with the bot, Fortune reported in May.
Demand for CarynAI, as the digital version of the influencer is called, quickly surged after her launch last year.
Attempts by brands to embrace AI haven't always been successful—U.S.-based jeans-maker Levi Strauss announced in March that it would launch AI-generated models for its apparel as a way to promote diversity.
Critics on social media quickly shot the move down for not hiring real people who represented the identities that the brand hoped to include.
Levi's later had to clarify that it wouldn't be "scaling back" on using human models despite its new foray into AI modeling.
