SheerLuxe defend ‘insulting’ AI influencer insisting they’ll ‘keep innovating’ [Video]

We’ve got the SheerLuxe girlies’ TikTok takeover to thank for our obsession with Ganni t-shirts, Sambas and wide-leg jeans.

The impossibly beautiful staff members who work at the online magazine have been a social media success: their TikTok pages @sheerluxe and @sheergen have a combined following over more than 800,000 followers.

So when they unveiled their newest team member, the internet was intrigued. Only, this employee was not like the others.

Fashion and lifestyle editor, Reem, is created by AI, and was introduced by the brand on Instagram this week.

We saw Reem adorned in Zara, Reiss and Mint Velvet, and a snap of the salad she bought for lunch.

But the reveal has been met with outrage by fans. While SheerLuxe has not been specific about Reem’s ethnicity, they have said that the AI company who created her is based in the Middle East, and that is therefore ‘reflected in her likeness’.

‘Am I tripping …