‘So much for caring about the environment’: REI faces backlash over AI-generated ad suspicions (opens in new tab)

A deformed bike had social media convinced that REI used AI for its advertising, undermining the brand’s eco-friendly reputation. Given data centers’ massive water and energy usage, noise pollution, and contribution to rising temperatures, it’s clear that artificial intelligence and the great outdoors just don’t mix. That means brands catering to the tree huggers out there should steer clear of generative AI in their marketing—a lesson that outdoor gear retailer REI may have just learned the ...