Mahindra's AI influencer is a regressive move in motorsport

The recent announcement by the Mahindra Racing Formula E team to partner with an (I can’t believe I have to say this) AI-generated female influencer (ew) named “Ava Rose” stirred up significant controversy and raised (pretty valid) concerns about the industry's commitment to real inclusivity.

In an era of motorsport where conversations about diversity and gender equality are gaining momentum, Mahindra's decision to opt for an artificial ambassador over hiring a real woman for the role has been met with widespread criticism - understandably so. The move, which aims to have Ava Rose "interact" with drivers and promote the team's progress, has been labelled as regressive and a missed opportunity to genuinely address gender disparities in motorsport.

The motorsport industry, historically marred by exclusionary practices, should prioritize creating tangible opportunities for real women rather than resorting to AI entities. The backlash on social media platforms reflects a broader sentiment that the move is not a step forward but a symbolic gesture that fails to address the systemic issues faced by women in racing.

As if that’s not frustrating enough, the irony of this AI influencer claiming to "fuel inclusion" while being inherently artificial is SHOCKING (to say the very least). The decision can only be described as tone-deaf, especially given the availability of numerous talented women in the real world who are ACTUALLY passionate about motorsport.

In an industry that has seen a prominent historical lack of representation and instances of sexism, the introduction of an AI influencer raises questions about the sincerity of efforts to foster a diverse and equitable environment - and I get it, I have questions too. Critics argue that Mahindra's move perpetuates stereotypes and misses an opportunity to showcase real women's contributions to the racing world.

While motorsport has made progress in recent years, incidents like these accentuate the need for a more thoughtful and proactive approach to inclusivity. Rather than relying on superficial measures, the industry needs to start focusing on dismantling barriers, challenging stereotypes, and creating genuine opportunities for women to thrive - in ALL aspects of racing.

Mahindra's AI influencer controversy serves as a reminder that the road to true inclusivity requires more than symbolic gestures; it demands a commitment to dismantling ingrained biases and providing equal opportunities for all.

Mahindra has since back pedalled and cancelled this campaign - but the sheer ridiculousness of the concept surely won’t be forgotten for a whiiiile.