Ahead of this weekend’s season-opening Mexico City E-Prix, Mahindra Racing have “decided to discontinue” their AI influencer project, following significant backlash from fans and the media.
Many were taken aback when the Banbury-based team announced that they’d be introducing an AI-based influencer, by the name of Ava. Ava was momentarily placed into an ambassadorial role, with the intention having been for the AI influencer to showcase the side’s journey both in Formula E and in their support of a more sustainable world.
The Indian manufacturer only announced the project on Tuesday, before confirming that they’d withdrawn it on Thursday morning. Ava was created through services like Leonardo AI and Midjourney, with Mahindra’s head of partnerships Roanne Crouse having stated at the time of her introduction that the team were “hugely excited” about the project.
“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 organisation, is a project we’re hugely excited about,” said Crouse.
The biggest criticism Mahindra received from fans and media alike was that they opted to create a female AI influencer, instead of hiring an actual female influencer to do the same role.
“Just because you can doesn’t mean you should. I really hope the team behind this AI Ambassador isn’t just more dudes. Cmon @MahindraRacing , it’s not hard to hire a real human woman,” wrote Vincenzo Landino on X.
Fiercely Electric, who are a brilliant female-led community, also said: “This @MahindraRacing AI thing has me a bit irritated because there are so many creators who would love to work with a team to create something educational and fun, but instead we get… This *gestures wildly*.”
Mahindra have listened to the fans and the media, and insisted that their “comments hold tremendous value”, which is why the project has been dropped with immediate effect.
“Nurturing diversity, inclusion and innovation is at the heart of Mahindra Racing”, CEO and Team Principal Frederic Bertrand said via X (formerly Twitter). “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.”
