SheerLuxe Faces Backlash For Introducing AI Fashion Editor As Woman Of Color

SheerLuxe, a renowned UK lifestyle and fashion magazine, recently introduced Reem Bot, a woman of color AI-powered fashion and lifestyle editor, causing backlash.

Presented as a new team member, Reem is designed to provide recommendations on fashion, beauty, travel, and more. 

However, the announcement was met with significant backlash, particularly regarding the ethical implications and the portrayal of Reem as a person of color.

Public Reaction and Concerns

The introduction of Reem Bot sparked controversy among SheerLuxe’s audience, which includes nearly half a million Instagram followers.

“We’re thrilled to introduce our new AI enhanced team member Reem, who has joined the team as a fashion and lifestyle editor,” SheerLuxe wrote on Instagram.

“Swipe right for her dump of day one in SL office….”

The fact that Reem was presented as a woman of color, without an actual person of color being hired, intensified the backlash.

Fans questioned the choice to create an AI of Middle Eastern heritage instead of employing a human journalist from the same background. 

“Am I tripping or did you create an AI woman of colour as a staff member instead of…hiring one?” one Instagram user wrote.

“Instead of hiring an actual woman of colour or a plus size woman, you’ve made a virtual one?” another stated.

Critics argued that using AI in this manner deprives human journalists of job opportunities and perpetuates unrealistic beauty standards. 

SheerLuxe clarified that Reem was developed in partnership with an AI imagery creator from the Middle East, aiming to reflect diversity. 

SheerLuxe’s Response

In response to the criticism, SheerLuxe issued an apology, admitting their failure to properly explain Reem’s role. 

“Reem was born entirely from our desire to experiment with AI, not to replace a human role. She was created in partnership with an AI imagery creator from the Middle East and that is reflected in her likeness,” they wrote.

“No jobs were compromised in any way as a result of her creation and we would never publish any content that hasn’t had ‘human’ involvement.”