by REI caught in scandal over AI bicycle advertisement
Recreational Equipment Incorporated (REI), known for its environmental stance, has found itself at the center of a scandal after using artificial intelligence in a bicycle advertising campaign. While the bicycle itself is real, the changes made by AI turned out to be flawed. Cyclists quickly noticed the issues, but it took the company several days to respond to the criticism. Ultimately, REI blamed Meta for the situation.
How it all started
The conflict began when Reddit users noticed the strange appearance of a bicycle in an REI ad on Instagram, which was promoting the Van Rysel EDR AF model. The image was based on a real photoshoot featuring cyclist Amity Rockwell. She later confirmed on Instagram that she had participated in the original shoot. According to Rockwell and Van Rysel North America, the original image was authentic and professionally created, but later underwent alterations.
“The thing is, this was an official shoot I was hired for,” Rockwell wrote on Instagram. “So why are they using AI to heavily edit images? To change the product they’re supposedly selling? And my face along with it? lol. I’m confused.”
What Meta’s AI actually did
Reddit screenshot
The changes were far from subtle. Most notably, in the finished ad, a handlebar was sticking out of the saddle. Some companies produce components that can be flipped or extended to change riding position, but this looked more like an alternative, even bizarre, addition. Additionally, the photo was missing the left crank arm, and the chain was over the sprocket on one side and under it on the other. These are typical errors often found in AI-generated images.
After the criticism gained momentum, REI acknowledged that the strange image was not intentional. A company representative told Business Insider that Meta automatically registered the retailer in an AI personalization tool, which altered the image provided by the supplier. The company called the result an “inaccurate and inappropriate modification.”
REI blames Meta and exits the tool
REI stated that it has stopped using the Meta feature, adding that the altered image does not reflect the company’s standards or values. The retailer also apologized for the confusion, emphasizing the importance of product accuracy and supplier relationships.
“Meta automatically enrolled us in an AI personalization tool that created an inaccurate and inappropriate modification of an image provided by a supplier in some of our advertising,” said a statement from an REI representative published by Fast Company. “While a bicycle with two handlebars may be interesting, it is not something you will find in our assortment. We have taken steps to opt out of the tool. This does not align with our values or how we manage the brand. Product accuracy and our relationships with suppliers matter. We apologize for the confusion this has caused.”
Meta insists that advertisers have the ability to review AI content before publication. Why no one at REI noticed the error before the ad went live remains a mystery. Customer reaction to the brand using AI technology, which is claimed to have a negative impact on the environment, will almost certainly be negative.
This incident highlights the risks of automated AI use in marketing, especially for companies that position themselves as environmentally responsible. While REI quickly responded by apologizing and abandoning the tool, the situation raises questions about quality control and trust in technologies that can distort reality. For a brand building its reputation on authenticity and sustainability, even a temporary error can have long-term consequences for consumer perception.
