What happened

Buzzfeed Australia published "Shop This Image" graphics on images of bombed out buildings in Gaza, grotesque medical conditions and other unpleasant scenarios, drawing complaints from readers as inappropriate and distressing. 

In each case, the graphic linked to products that "matched" the objects in the image.

In one case, a Shop This Image graphic over a photograph of the seven Challenger space shuttle astronauts, all of whom were killed in the disaster, suggested readers buy a blue puffer jacket or hoodie that matches the shade of their blue uniforms.

In another, a Shop This Image graphic encouraging people to buy a beanie hat appeared on a photograph of Brett Helling, who died by suicide after suffering from empty nose syndrome. A photograph of Helling shows him wearing a beanie hat.

The graphics were provided by Trendii, a company that uses AI to identify objects in images, match them with products for sale from participating retailers, and link readers to those products in the hope of generating sales.

Why it happened

Despite describing its proprietary technology as "unrivalled", Trendii has not explained what went wrong in this instance. 

According to 404 Media, which first reported the snafu, much hinges on the context in which these kinds of technologies are used.

For example, being seen to be trying to capitalise on human tragedy is different to a Shop This Image feature being applied to celebrity websites.