Adidas recent AI-powered social media campaign has backfired spectacularly after it failed to censor offensive and racist tweets.
The sportswear giant’s recent #DareToCreate campaign encouraged users to share tweets using the hashtag which would automatically create an image of its new Arsenal football kit with the users Twitter handle on the back.
These images would then be shared by Adidas’ UK official Twitter account alongside a link to purchase the customised shirts.
The retailer was soon forced to pull the plug on its experimental digital campaign after a “small minority” of Twitter users began posting offensive images which were subsequently shared widely.
— adidas Football (at 🏡) (@adidasfootball) July 1, 2019
These included @GasAllJewss, @MadelineMcCann, and @96wasnotenough, referring to the Hillsborough disaster, while others included further racist slogans.
“As part of our partnership launch with Arsenal we have been made aware of the abuse of a Twitter personalisation mechanic created to allow excited fans to get their name on the back of the new jersey,” Adidas said.
“Due to a small minority creating offensive versions of this we have immediately turned off the functionality and the Twitter team will be investigating.”
Arsenal football club added: “We totally condemn the use of language of this nature, which has no place in our game or society.”
“We work hard as a club to encourage diversity and inclusion through our Arsenal for Everyone programme, launched in 2008 as a celebration of the diversity of the Arsenal family.
“Through a number of initiatives undertaken in the community, inside Emirates Stadium and throughout the club, Arsenal strives to ensure that everyone associated with the club feels an equal sense of belonging.”