An REI Instagram ad that ran for roughly a week before being pulled on June 22 showed a distorted Van Rysel EDR AF road bike with handlebars protruding from the rear seat area, multiple chains on a single drivetrain, distorted frame lettering, and a composite human figure combining mismatched body features, including cyclist Amity Rockwell’s face algorithmically remixed without her knowledge. REI stated that Meta auto-enrolled them without explicit opt-in in Meta’s Advantage+ creative enhancements, a generative AI “personalization” tool that modifies ad images automatically. Van Rysel North America confirmed the original photo from its professional shoot was accurate and unaltered when supplied. Meta’s own documentation warns that AI outputs may be “inaccurate, incomplete, misleading, offensive, and/or inappropriate” and places review responsibility on the advertiser. REI has since unenrolled from Meta’s generative AI program and apologized.