Mahindra Formula E Team Fires Its Controversial AI Bot After Backlash

This may mark the first time an AI-generated bot was fired.

Mahindra’s Formula E racing team recently decided to launch a female ambassador, which would have been great if it had chosen a flesh-and-blood human. Instead, the India-based company opted to spend its energy developing a fantasy woman named Ava to promote its technology. According to her bio, the 28-year-old London-based bot claimed the title of “sustainable tech queen & racing rebel robot.”

The company went so far as to create a whole Instagram channel called “avabeyondreality” complete with the fake human in various selfie poses. And the backlash was swift and harsh.

“Without even opening my phone, I can think of 10 women, including myself, who would be excellent ambassadors for Mahindra,” motorsports competitor and automotive journalist Emme Hall told Road & Track. “For the company to conjure up a woman from the ether of the internet is a slap in the face to all of us.”

As the 10^th season of Formula E kicks off in Mexico City this weekend, there are no female drivers on the grid. However, the next generation is looking more inclusive for women as the organization builds its Girls on Track program for young drivers. NASCAR and F1 have similar goals to develop girls with aspirations in motorsport. An AI-generated bot as a cheerleader and ambassador appears shallow and extremely short-sighted.

At the time of launch, Mahindra was excited about its new “influencer.” As reported by the India-based Deccan Herald, Mahindra’s head of partnerships Roanne Crouse said the company believes it’s important to find “new and innovative ways of reaching people.”

"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.