At SXSW 2025, QUALCOMM and will.i.am unveiled their ambitious FYI.AI app, which was destined to revolutionize AI in messaging. Instead, they stumbled into what might be the cringiest case of digital blackface in recent memory.

During their panel, ‘AI is the New UI,’ Will.i.am introduced a misguided AI persona dubbed ‘Flowing with the vibes,’ which was meant to represent a young Black woman. Instead of authenticity, the performance came off as overly scripted and deeply awkward. It’s like they were trying to bottle up Black culture and slap it onto a corporate product, not even close to the vibes they were aiming to capture.

Let’s unpack this: FYI.AI is pitched as an all-in-one helper for creators, from managing calendars to summarizing group chats. But when Will.i.am claimed to present AI that ‘enhances culture,’ one couldn’t help but wonder if we should rollout a cultural sensitivity training instead. If there’s one thing to take away from this encounter, it’s that mimicking cultural nuances without genuine representation is a massive failure. Will.i.am’s AI persona awkwardly dropped lines like, ‘You know I gotta keep it real with you, always bringing that authenticity,’ which came across more like a bad comedian’s impression than a respectful homage.

This isn’t the first time a tech company faced the backlash of tone-deaf marketing practices. Earlier this year, META ditched its over-the-top AI character known as Liv, trying way too hard to assert itself in the cultural landscape with predictably cringeworthy outcomes. Results: embarrassment and public outrage.

It’s not that AI can’t be culturally relevant. It’s about who is behind the technology and whether diverse voices are included in its creation. As Will.i.am attempts to upgrade his status from pop culture king to AI tech mogul, he might want to consider that true inclusivity can’t thrive in a vacuum.

So here’s the verdict: Creating representation in AI is critical, but it must come from a place of understanding and respect, not just from a desire to capitalize on what’s trendy. QUALCOMM and will.i.am might need a little less flashy and a lot more genuine if they want to get this right.