AI marketing fail leaves Jordan sneaker fans disappointed

The rise of artificial intelligence in email clients has created unexpected challenges for sneaker retailers managing high-demand product launches. In February 2025, during NBA All-Star Weekend, a special Jordan Brand sneaker release commemorating Michael Jordan’s 1985 All-Star Dunk Contest appearance encountered unusual complications due to Yahoo Mail’s AI-generated email summaries.

Initial launch dynamics: The Jordan Brand sneaker release generated massive interest from collectors and enthusiasts seeking to purchase a recreation of the iconic 1985 design.

• The launch initially proceeded normally through EQL’s platform, with standard bot prevention and winner selection processes
• Thousands of legitimate entries were processed through the system
• Winners and non-winners were notified according to standard procedures

The unexpected problem: Yahoo Mail’s recently implemented AI feature began generating false “winning” notifications for users who had actually received rejection emails.

• Users reported seeing “You’ve been selected” previews in their email listings
• When opening the actual emails, users found they contained standard rejection notices
• The AI-generated summaries varied in wording but consistently suggested false wins
• The issue specifically affected Yahoo Mail users, including those accessing other email providers through Yahoo’s interface

Technical investigation: EQL’s engineering team conducted a thorough analysis to identify the source of the conflicting messages.

• The phrase “You’ve been selected” was not present in EQL’s current codebase
• The issue was traced to Yahoo Mail’s AI summary feature, which generates one-line previews of emails
• The AI appeared to be trained on historical email data, including old launch notifications
• Yahoo Mail displayed these AI-generated summaries without indicating they were computer-generated

Impact and implications: The incident highlighted the potential risks of implementing AI features in communication systems without clear disclosure.

• The false notifications created confusion and frustration among sneaker enthusiasts
• The issue affected a broad range of users due to Yahoo Mail’s integration with other email providers
• The problem persists as Yahoo Mail continues to use AI-generated summaries without clear labeling

Looking ahead – AI accountability: This incident serves as a cautionary tale about the implementation of AI features in critical communication channels, highlighting the need for transparent disclosure when AI is generating content that users might mistake for authentic messages. As more email providers and platforms integrate AI features, establishing clear guidelines for distinguishing between AI-generated content and actual message content becomes increasingly important.