What happened

The British Museum shared a series of Instagram images that appeared to show a young woman engaging with museum displays, including the Aztec fire-serpent Xiuhcoatl. 

However, critics quickly noticed the "visitor" was wearing traditional East Asian clothing in some frames and Mexican-style attire in others, depending on the exhibit shown, leading to accusations that the images were AI-generated and not photos of real visitors.

Critics flagged the use of AI imagery without clear disclosure and questioned the appropriateness of using AI-generated representations in place of authentic photographs and accused the museum of insensitive cultural stereotyping.

They also linked the issue to concerns about museums outsourcing creative tasks to automated tools, potentially displacing human photographers, designers, and cultural workers. 

People online also criticised the museum for allegedly unfollowing academics and commentators (e.g. an archaeologist who spoke out) after they criticised the post, interpreting this as an attempt to avoid accountability, suppress dissent, and protect the museum's reputation rather than constructively engage with the backlash.

The posts were taken down within hours of their publication. 

Why it happened

The incident appears to have been a result of a marketing collaboration with an AI agency that prioritised efficiency over cultural and ethical nuance.

The museum initially characterised the post as "user-generated content," suggesting a failure to vet the ethical implications of AI-created imagery before sharing it on official channels.