Cycling Brand is Mocked Over AI Image of Handlebars Protruding From Bike Seat - PetaPixel
REI faced significant backlash after posting an AI-generated advertisement for a Van Rysel EDR AF bike that contained numerous anatomical and mechanical errors
- Incident date
- Jun 2026
- Target
- REI
Outdoor retailer REI faced widespread public ridicule after sharing an AI-generated advertisement for the Van Rysel EDR AF bicycle on Instagram in June 2026. The post, which was later deleted, drew intense criticism for failing to depict a functional or realistic product, highlighting the risks of using synthetic imagery in marketing.
What happened
The AI-generated image contained multiple glaring errors that were quickly identified by social media users on platforms including Threads and Reddit. The most prominent mechanical failure in the image was the placement of drop handlebars protruding from the back of the bike seat. Additionally, the AI-generated bicycle featured both disc and rim brakes simultaneously.
Beyond the bicycle itself, the human figure in the advertisement displayed anatomical inconsistencies, including an elongated pinky finger and a character design that appeared to combine a woman's head with a man's body. The backlash centered on the brand's failure to review the content before publication, with critics labeling the image as "AI slop" and a "brand killer." Despite the post being removed, the company continued to receive negative comments on subsequent posts from customers who felt the use of AI contradicted the brand’s "Opt Outside" identity and values.