Backlash to the virtual female influencer introduced by Mahindra on the eve of the current Formula E season that resulted in it being swiftly scrapped showed how artificial intelligence in motorsport is a long way from gaining universal acceptance. Criticism directed at the short-lived PR campaign fronted by ‘Ava’ (above), described as a ‘Sustainable Tech Queen & Racing Rebel Robot’, largely coalesced around the decision not to ‘employ’ a human for the role and ultimately rendered its continued existence untenable.
Team boss Frederic Bertrand explained that its intention was “just to add one tool to our toolbox for communication and to have one additional possibility for people to ask questions and get answers”. Its value, he added, was “as an addition to what we are doing and then it’s not replacing anyone”. But it was a point he acknowledged Mahindra “probably didn’t explain enough and that’s where we have failed”.
“It’s arguable that however much it’s explained, many would remain unconvinced”
It’s arguable that however much it was explained, many would remain unconvinced. Concerns over the possibility that AI will replace creative jobs aren’t going away.
