Key facts
- REI's Instagram ad featured a bicycle with two sets of handlebars.
- The company attributed the error to Meta's AI personalization tool.
- REI stated they were auto-enrolled in the tool.
- The original image was provided by the bike brand Van Rysel.
- REI has unenrolled from the Meta AI tool.
Outdoor retailer REI Co-op faced public criticism after an Instagram advertisement displayed a bicycle with two sets of handlebars. The unusual image quickly drew attention and negative comments online, with some users questioning the brand's use of AI and its environmental values.
In response, an REI spokesperson explained that the altered image was a result of Meta's AI personalization tool, into which the company had been auto-enrolled. The spokesperson stated that the tool produced an "inaccurate and inappropriate alteration" of an image originally provided by the bike brand Van Rysel. REI emphasized that such a product is not part of their inventory and does not align with their brand values.