Critics questioned why the company used AI to create an editor, who appeared to be Middle Eastern, rather than hire a woman of colour for the role. Comments noted that jobs in fashion journalism were highly sought after and that the company had wrongly assigned its resources.
SheerLuxe released a statement on Instagram explaining that the “editor”, Reem, was an AI-generated image created out of the business' desire to experiment with AI, and that “no jobs were compromised in any way as a result of her creation”.
The reaction to SheerLuxe’s decision showed that employers should introduce AI in a way that does not threaten employees, suggested Khyati Sundaram, CEO of recruitment software Applied.
She told HR magazine: "The reaction sparked by SheerLuxe’s decision to introduce an AI employee highlights just how strongly people feel about unchecked or hastily rolled-out AI solutions.
“We all know that AI holds huge potential, but we also recognise that it stands to disrupt a wide range of sectors and roles. That means employers and companies have a responsibility to embrace AI mindfully and in a way that helps existing teams, rather than leaves them feeling threatened or replaced.”
Read more: HR trust in AI hiring improve
A report by HR software business Workday of 750 employees and 500 business decision makers, published on 16 July, showed that 40% of employees and 34% of business leaders were concerned over AI leading to redundancy.
However an earlier survey of HR leaders, published by recruitment platform HireVue (11 July), found that 66% were more positive about using AI in hiring than they were a year ago.
The SheerLuxe news followed backlash against HR software Lattice, which announced it would allow AI agents to be treated equally to human employees on its software.
Employers integrating AI should consult employees to avoid similar criticism to that faced by SheerLuxe, Sundaram added.
“Any employer exploring AI integrations should first engage with their team about what tools or solutions they would like to see and would benefit from,” she recommended.
“They should also explain to their teams the logic behind any AI strategies before they go live. Following that, they need to be really careful that only safe, de-biased, and business appropriate technology is leveraged. Otherwise, employers could find themselves experiencing a Sheerluxe-style backlash.”
SheerLuxe could have introduced the “editor” in a way that supported employees, commented Stephanie Kelly, chief people officer at IRIS Software Group.
Read more: HR falls behind employees in embracing AI
Speaking to HR magazine, she said: “SheerLuxe might have approached this campaign by focusing support internally; helping existing employees create impactful posts to edit, generating cost-effective imagery and helping upskill employees who are hoping to learn more about these new technologies.
“This way, AI enhances the work of human employees, rather than undermining it. In the end, AI is here to help us, not replace us. We can leverage these models to make our jobs easier, while still prioritising the unique contributions only humans can make."
Training employees on the benefits of AI could also help with its integration, added Kelly.
She recommended: “To get employees on board with integrating AI, start by showing them how it can make their daily tasks easier. Whether it's drafting emails, speeding up code development or summarising documents, AI can streamline their work and boost productivity. Think of it like how Excel makes data analysis easier than using a calculator.
“Provide thorough training so employees feel confident using AI. By presenting AI as a helpful tool rather than a threat, you'll create a positive mindset and encourage adoption. Open and honest communication about AI’s role, development and benefits will also help build trust and engagement.”
A spokesperson for SheerLuxe commented: “Whilst the announcement was presented as the introduction of a ‘new team member’ and included an ‘interview’ with Reem, it is important to be clear Reem is actually an AI-generated image only, and cannot write articles or fill any real job role at SheerLuxe. Her content, like everything we publish, is crafted by our multicultural team in both the UK and the Middle East which will never be replaced by AI.”
