Aachen AI video sparks backlash among equestrians

As the 2026 World Championships are promoted, there are growing concerns in the industry that artificial intelligence (AI) may be used in the promotion.

Aachen shared an AI-generated video 100 days before the event (August 11-23).

The caption read, “Big dreams deserve big stages,” and the video showed a horse that is said to be dreaming of performing at a showground in Germany. They were shown jumping, pulling carriages, doing backflips in a dressage arena without a rider or driver, and being ridden by a Shetland pony.

Of the more than 200 comments on Aachen’s Instagram post, almost all were negative. More than one person wrote, “Big dreams are worth more than AI.”

Equestrian journalist and photographer Tilly Berendt said: H&H She had multiple concerns about the Aachen AI video.

“I think this repellent is dangerous from many different angles,” she said. “I think AI will dismantle us as an industry. This is a dangerous precedent.”

Berendt said a big concern is the environment. A growing body of research shows that the proliferation of data centers required for AI is having a negative impact.

These centers generate electronic waste, use large amounts of water and electricity, rely on minerals and rare elements that are often mined unsustainably, and are among the fastest growing sources of greenhouse gas emissions.

“It contributes broadly to climate change,” Ms Berendt said. “But there is also a direct impact on land degradation, both of which are incredibly damaging to our sport.”

“For eventing or just the land that we need to run events, if AI starts to snowball and damage that land, we’re going to lose those spaces.

“Land is going to be sold to data centres. The land is huge and the money that these companies need to buy land is going to lose green space that way, green space that will become unusable as the climate changes.”

“Climate change is already putting people out of work this year with higher hay prices, so contributing to this, whether it’s from a competition standpoint or just being able to own and enjoy horses, and making horses available to people who aren’t super wealthy, is going to have a huge, irreversible impact.”

understand sports

Berendt said another concern is the social acceptance of horse sports. Not only because a horse that “looks lame and stressed despite being AI” doesn’t have a good image, but because of the impact if experienced journalists who understand the sport and the public’s perception of it are forced out by AI.

“Prices will go up for photographers and videographers. The supply and demand for RAM has increased the price of hard drives from £100 to £400.” [computer memory] “It’s being used in data centers and it’s causing havoc. Already, the people who are responsible for promoting a positive image of the sport can’t afford to do their jobs,” she said.

“AI is increasingly writing about our sport, but the risk of inaccurate information being leaked is extremely dangerous. The more sensitive and experienced journalists who write intelligently about our sport and help bring about change are forced out of their jobs, the sooner our sport will reach its final days.”

Another concern is trust and transparency. This is often cited as the key to public acceptance. Berendt feels that the equestrian industry is often behind public opinion against AI.

“The horse racing world may be a little slow in saying, ‘We can’t trust this,’ but the public isn’t that way,” she says. “It makes us look unreliable, sloppy and incredibly amateurish.

“It’s heartening to see how many people have spoken out against it. We’re catching up a bit with the mainstream. We need to demand better for our industry, for our planet and for our horses.”

Sarah Skillin, founder of EquiConsulting, said: H&H She’s a fan of AI in many equestrian fields, such as monitoring a horse’s health and preventing problems, but not in this field. She shared her concerns for the environment, adding: “Is this a sport we really want the world to see when it’s so artificial and so devoid of intelligence?”

Like Behrendt, she pointed out that there was a wealth of footage and images in Aachen that could have been used.

“I saw a post explaining their thoughts on going digital and showing different perspectives to different audiences. I agree with that because we need to expand the market and understanding,” she said. “But it was an execution. It was as if someone had typed into ChatGPT, ‘Show me a video of a horse dreaming of going to Aachen and living his best life.’

“The horse’s legs weren’t moving the right way and he wasn’t jumping the right way. We had Shetlands dancing on his back and the horse doing somersaults, but we missed the important connection between horse and rider. It was just too bad. The vision was good, but the direction fell short of expectations, and I feel sorry for the creative team.”

Skillin said the campaign could have been more successful and achieved its goals by using the work of real creators.

“That’s why there’s so much public backlash,” she said. “We have great content creators who are creating really great artistry to showcase sports, but that’s being replaced by a very poor impression of AI. We don’t have to live in a 100% AI world.”

Aachen AI video creation

An Aachen spokesperson said. H&H Aachen AI videos were created in cooperation with professional organizations.

“This has been deliberately conceived as a creative vision, showing how using AI as a tool can open up new perspectives in the storytelling of our sport, without replacing the actual athletes and horses or the unique horse-human bond that is at the heart of Aachen,” he said.

“We believe that to keep equestrian sport attractive, accessible and competitive in a rapidly changing media landscape, it is essential to proactively and transparently engage with emerging technologies, such as AI, to enhance fan engagement, for example.

“At the same time, we remain firmly committed to the responsible use of AI and the support of human creators. Above all, the work of many great photographers and videographers has forever captured the great moments of our sport, and without them there would be no authentic image of Aachen, now or in the future.”

An FEI spokesperson said the organization became involved with the Aachen post “with a view to supporting the promotion of the event”.

“We are aware of the feedback it has generated,” she said. H&H. “We are in close contact with the Aachen organizing committee to incorporate this feedback and ensure that future content in the run-up to the World Championships continues to represent the values of the sport.”

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