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REI gets roasted for a nonsensical Instagram ad featuring a bike with 2 sets of handlebars -- and blames a Meta AI tool [View all]
https://www.businessinsider.com/rei-backlash-ai-ad-instagram-blamed-meta-ai-tool-2026-6?op=1REI gets roasted for a nonsensical Instagram ad featuring a bike with 2 sets of handlebars — and blames a Meta AI tool
Kelsey Vlamis
Jun 24, 2026, 12:13 PM PT
A recent Instagram ad from outdoor retailer REI Co-op drew backlash after some users noticed that the bike in the image seemed to have a unique feature: two sets of handlebars.
"REI using AI slop now. So much for caring about the environment," read a Reddit post over the weekend about the ad that received hundreds of upvotes.
Turns out the image was the result of AI adjustments, with REI pointing to an AI tool from Meta, Instagram's parent company.
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