Meta AI tool blamed for REI’s embarrassing bike ad

GaryPageau , , ,
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REI is blaming META AI for this unfortunate image of a two-handled bicycle

Outdoor retailer REI is dealing with online backlash for an Instagram ad that featured a generative AI image of a bicycle with two sets of handlebars. The situation illustrates the need that, while AI can increase productivity, it is not a yet an automatic replacement for human oversight.

As Business Insider reported, REI is blaming META AI for the error: “Turns out the image was the result of AI adjustments, with REI pointing to an AI tool from Meta, Instagram’s parent company.

” ‘Meta auto-enrolled us in an AI personalization tool that produced an inaccurate and inappropriate alteration of a vendor-provided image in some of our ads,’ an REI spokesperson said in a statement to Business Insider. ‘While a two-handled bike might be interesting, it is not something you will find in our assortment.’ ”

Ironically, the original image, which promoted a bike from the brand Van Rysel, was supplied to REI came from a Van Rysel photo shoot featuring cyclist Amity Rockwell.  The Meta AI tool went ahead and added the second set of handlebars on its own.

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Gary Pageau is principal of InfoCircle LLC, continuing his marketing communications career. InfoCircle LLC is a marketing and communications consulting firm, specializing in business-to-business markets. For nearly 25 years, he was with PMA International, serving most recently as Publisher, Content Development and Strategic Initiatives. His primary responsibilities included overseeing the Association’s editorial department, marketing research unit, education and corporate relations department.