P1racenews AI automatic summary:
The thinking behind Mahindra’s "failed" AI influencer campaign
The 2024 Formula E season starts in Mexico City this weekend, and Mahindra team boss Frederic Bertrand is relieved to see the cars in action after facing challenges in pre-season testing and a PR campaign gone wrong. The campaign involved the creation of an influencer named Ava using artificial intelligence, but it received a wave of negative comments, leading to its cancellation within 24 hours. Bertrand explains that the intention was to provide an interactive and fun addition to their existing influencer campaigns, but they failed to explain that clearly. The backlash also raised questions about the use of a female AI character at a time when there are calls for more inclusion in motorsport. Bertrand asserts that accusations of non-inclusivity and gender-based hiring are hurtful, as he previously advocated for women in his role with the FIA and has two daughters himself.
