Robots sacked, screenings shut down: a new movement of luddites is rising up against AI | Ed Newton-Rex

Company after company is swallowing the hype, only to be forced into embarrassing walkbacks by anti-AI backlash

Earlier this month, a popular lifestyle magazine introduced a new “fashion and lifestyle editor” to its huge social media following. “Reem”, who on first glance looked like a twentysomething woman who understood both fashion and lifestyle, was proudly announced as an “AI enhanced team member”. That is, a fake person, generated by artificial intelligence. Reem would be making product recommendations to SheerLuxe’s followers – or, to put it another way, doing what SheerLuxe would otherwise pay a person to do. The reaction was entirely predictable: outrage, followed by a hastily issued apology. One suspects Reem may not become a staple of its editorial team.

This is just the latest in a long line of walkbacks of “exciting AI projects” that have been met with fury by the people they’re meant to excite. The Prince Charles Cinema in Soho, London, cancelled a screening of an AI-written film in June, because its regulars vehemently objected. Lego was pressured to take down a series of AI-generated images it published on its website. Doctor Who started experimenting with generative AI, but quickly stopped after a wave of complaints. A company swallows the AI hype, thinks jumping on board will paint it as innovative, and entirely fails to understand the growing anti-AI sentiment taking hold among many of its customers.