P1racenews AI automatic summary:
The thinking behind Mahindra’s “failed” AI influencer campaign
The 2024 Formula E season is starting in Mexico City this weekend. Mahindra Racing team boss Frederic Bertrand has faced challenges, including a garage battery fire and a PR campaign gone wrong. The team created an AI influencer named Ava to showcase their journey in Formula E and sustainability. However, negative comments flooded in, leading to the campaign being scrapped within 24 hours. Bertrand believes the AI influencer concept could have been a valuable addition to their communication but acknowledges the lack of proper explanation caused the failure. There were also concerns about the use of a female AI, highlighting the ongoing debate about inclusion in motorsport. Bertrand, who has previously advocated for women in racing, finds accusations of a lack of inclusivity hurtful.
