Can we talk about the UCI, the industry as a whole, and its rapid adoption of Gen AI?
The 0-100 use of AI over the last year by teams, brands, races, and the UCI has been do disheartening. Even my favourite teams for social media, like UnoX and EF, have used it. Demi, whose whole brand is about chasing your dreams, has used it multiple times. Dream, unless you are a creative, in which case your work will be stolen.
On the plus side, every AI post I have seen has had way more comments immediately pointing out their crappy use of AI rather than any other type of comment. And those comments have at least mostly been left alone.
The official uci_mtbworldseries instagram account posted a paid sponsorship reel yesterday, completely AI generated. It received about 30 comments calling out the use of AI, and 7 or 8 other comments. All the AI-critical comments are now gone. Or at least, I can no longer see them.
I know, I know. The UCI not giving a flying F what anyone thinks except the bean counters? Old news.
AI is not going anywhere, but it doesn't need to be overused, either. We just had the hottest cycling season on record, and we know AI is contributing to that through multiple different mechanisms.
The incredible creatives in the industry; the graphic designers, motion designers, photographers, videographers etc do a huge amount to drive engagement and the growth of the industry. Do we really want fewer voices, even less diversity, among them, with very little to no ability for young people to make it a career?
It's so easy to not use AI, and avoiding it has so many benefits. There are so many issues in the industry right now, most of them will take a lot of planning and time to solve. But not normalizing something that uses stolen work, takes jobs, and contributes to climate change? That's a very easy win.