SheerLuxe, a popular UK lifestyle and fashion magazine, faces backlash after introducing an AI-generated “fashion and lifestyle editor” named Reem to its social media audience. Intended as an innovative experiment, the BBC reports that the move has lost thousands of followers and sparked debate about AI’s role in content creation and influencer marketing.

The magazine, boasting nearly half a million Instagram followers at the start of the week, introduced Reem as a “new member” of their team. Images on Reem’s Instagram page showcase various outfits and product recommendations, mirroring the role of human editors at the company.

According to the BBC, critics expressed concerns about potential job displacement for human journalists and perpetuating unattainable beauty standards. Some questioned the decision to create an AI representation of a woman of color rather than hiring one.

In response, SheerLuxe clarified that Reem is “an AI-generated image only” and “unable to create content or articles.” The company stated that no jobs were compromised and emphasized that all published content involves human involvement. They revealed that Reem was created in partnership with an AI imagery creator from the Middle East, reflecting her likeness.

Dan Sodergren, an AI and tech expert, views the initiative as more akin to creating a brand ambassador than replacing a journalist. He suggests that while the innovation is commendable, its implementation may have been premature.

SheerLuxe issued an apology, acknowledging their failure to explain the experiment adequately.