Hiser's Lukewarm Take: Tracks and Series Need to Ditch Ai Before it's Too Late

Jonesville, MI - As a business owner and Touring Series manager, I know that being "controversial" isn't really the play I should be looking for. However, in this instance, I don't think I've seen a single person take the other stance on this discussion. In fact, this feels more like a public address announcement than it does a column entry. The frustration I've had about this topic has been growing for more than two months, and I've contemplated this entry for at least two weeks.

An open letter to race tracks, marketing agencies, print shops, and series promoters, ditch the Ai garbage before it's too late. And yes, it's garbage. Don't get me wrong, Ai can do some pretty amazing things, and we have a lot of fun using it along the way. But that web address that you go to should only be used as a baseline to spark ideas, not the end all be all. I have so many opinions and thoughts on this that it's hard to even get them organized, but I'll give it a whirl.

This sport feels exclusive enough as it is. Promoters and owners know as well as anyone, if you find someone who is interested in our sport, and they want to invest the commitment to work in the sport, you take them, virtually sight unseen. We strive to make sure fans know who we are and what we do as hard as we can. Never in the history of auto racing have we competed so diligently for the customer's attention and their dollar. So there's two points that we'll start with.

The number of talented graphic designers and photographers in our sport, believe it or not, seems to be growing, and man, are they good. The cover photo for this entry? Done by a real human. Who has real talent and real love for auto racing. He'll get paid for his efforts, but would probably be happy to do it for the cause. Thanks Noah, you're a real one.

Those graphic designers and photographers are just like the rest of us. They'd do anything to see this sport succeed, including volunteering some of their time and assets. More than once this week I've seen photographers and graphic designers offer their services FOR FREE, to ensure that Ai garbage doesn't keep getting produced. Now, sure, somewhere down the line, they want a little kickback, but that's to be expected for a service that is provided. They deserve it, just like any good official or employee.

So, if they're willing to work and willing to be in our sport, why are we trying to push them out? We, as an industry, need people who want to be here. We're desperate for people at almost every turn, and now, we're trying to push out some of our most valuable assets, the people who help us grow our product and keep us in front of the paying fan.

But why? Why does it matter if you use Ai or ask someone to produce something for your track or series? Brand recognition and legitimacy. All of us in business know that one thing has remained consistent from the time promotion started - you have to have a consistent and strong brand. Something that when people see or hear your logo or brand identifier, it sticks. It's remembered, without hesitation.

For example: where are we going if we're going to "get in the zone"... Autozone. Up until Sunday, what beverage did polar bears drink? Coca-Cola. Who lights the palm tree at Christmas time? Corona Extra. What follows when I say, "Oh-oh-oh"? O'Reilly's! Brand recognition is important, and you've already spent years building your brand.

Ai does a good job mimicking the real deal, but it'll never actually be the right thing. Those "sprint cars" on that graphic don't look anything like what fans would actually see at the track, or going down the road! Late Models that look like Power Wheels cars? Those aren't what are actually racing on Saturday night. To compound the issue further, you're allowing that poster to be created and posted, without your proper branded logo attached. Which leads to the next problem: is this advertisement, promotional flier, or even the entity as a whole, even real?

As Ai has become more and more intelligent, the public has been forced to train their eyes and brains to tell them what's real and what's fake. When someone declares, "That's Ai", it isn't translated to being partially real like a movie; we instantly dismiss the product as fake, completely unreal, and having never occurred or having any legitimacy. The same thing is, or will, happen to your track or series brand if you keep allowing it to do so. Fans and customers are going to question if your track or series is real, or if someone is just playing around online.

Is Ai fun? Sure. Is it a good tool to help get ideas flowing? Also, yes. But quit letting it ruin what you've worked so hard to build. Contact a graphic designer, put them on a monthly retainer, and build your brand. Keep it real. Keep it legit. Some things are better left to the humans.