‘So much for caring about the environment’: REI faces backlash over AI-generated ad suspicions

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 hard way. Social media users accused REI of using an AI-generated image for a recent advertisement on Instagram. The ad featured an image of a woman standing by a bicycle in a park—but something seemed off. The bike looked to have too many chains. The text written on it was illegible. Oh, and the bike saddle had an extra pair of handlebars growing out of it. REI using AI slop now. So much for caring about the environment byu/Jeffrey_C_Wheaties inREI It all adds up to an image that looks suspiciously like AI slop, according to social media—one that REI was promoting on Instagram for a full week, before taking down the post on Monday, June 22. That was more than enough time for commenters to tear the post to shreds. ‘So much for caring about the environment’: Social media turns on REI Before the Instagram ad’s deletion, its comment section was full of users finding creative ways to accuse REI of using AI. Backhanded compliments were most users’ weapon of choice. “This photography is amazing! So glad a real person put thought and effort into this picture,” one commenter wrote. “I can’t believe this picture looks so real!” joked another. Others poked fun at the pictured bike’s obvious abnormalities. “The extra handlebar coming out of the seat is pure genius!!” one user wrote. “Now I just have to AI myself in order to utilize the saddle-mounted drop bars,” wrote another. PERFECT! Thanks REI.” A third sarcastically noted that REI has always been “famous for their custom builds.” Fitness model Amity Rockwell also reportedly posted to her Instagram story, stating that she’s the woman in the ad—or rather, that the