Mahindra Racing Puts the Brakes on AI Influencer Amid Social Media Backlash

Mahindra Racing’s plans for an AI-generated female influencer, named Ava, and associated Instagram account @avabeyondreality, have been withdrawn following a substantial social media backlash, says a Reuters report. The team initially introduced Ava to “interact” with drivers and offer a fresh perspective on their endeavors in the electric championship, but the announcement faced widespread criticism.

Social media users expressed discontent, with one comment stating, “Motorsport companies/teams will do anything but hire actual women.” In response to the negative feedback, Team principal Frederic Bertrand addressed the concerns, emphasizing Mahindra Racing’s commitment to diversity, inclusion, and innovation. He acknowledged the value of the comments, indicating that they have decided to discontinue the AI influencer program.

While the Formula E series currently lacks female race drivers, it runs a ‘Girls on Track’ initiative catering to 12 to 18-year-olds. This program includes work experience, workshops, and the recognition of a participant on the podium after each race, highlighting the series’ commitment to promoting female inclusion.

As the Formula E gears up for its 10th season starting in Mexico City this weekend, Mahindra Racing’s decision to discontinue the AI influencer project reflects the importance of aligning with values of diversity and inclusivity within the motorsport community.