REI Drops Meta AI Ad Tool After 2-Handlebar Bike Image Sparks Backlash

2 articles · Updated · Business Insider · Jun 24

REI said Meta auto-enrolled it in an AI personalization tool that altered a vendor-supplied bike photo into an inaccurate Instagram ad showing two sets of handlebars.
The retailer said it has unenrolled from the tool and apologized, saying the altered image did not match its brand standards or product accuracy requirements.
Van Rysel North America said its original photo from a shoot featuring cyclist Amity Rockwell was not altered by the brand, placing the later changes outside the vendor.
Meta declined to comment, but its generative ad terms warn outputs may be inaccurate or misleading and put review responsibility on advertisers before ads run.
The episode adds to earlier advertiser complaints that Meta AI ad settings such as automatic adjustments were switched on and sometimes produced bizarre creative.