The Guardian has accused Microsoft of harming its reputation through a controversial poll conducted under the banner of “insights by AI.” The incident occurred when a poll was hosted on Microsoft Start in conjunction with a Guardian article covering a tragic event. The poll asked readers to vote on the circumstances of a woman’s death, which caused outrage among readers. Many people were deeply disturbed by the poll, as reported by The Verge.

Although the poll has since been taken down, the damage it inflicted on The Guardian‘s image appears to linger. The questions posed in the poll revolved around the woman’s cause of death, offering choices such as suicide, murder, or accidental death. Comments on the story, some dating back five days, clearly reveal readers’ distress and a belief held by some that the authors of the story bear some responsibility for the distressing poll.

The Guardian has taken the matter seriously, with Anna Bateson, Chief Executive of the Guardian Media Group, addressing a letter to Microsoft President Brad Smith (PDF version). In this letter, Bateson characterized the AI-generated poll as “clearly inappropriate” and blamed it for causing “significant reputational damage” to both The Guardian and its journalists. She emphasized the importance of a robust copyright framework that empowers journalists to control the presentation of their work. As a result, she urged Microsoft to commit to seeking The Guardian‘s approval before deploying “experimental AI technology” in conjunction with its journalism. Furthermore, Bateson requested that Microsoft be transparent about when AI is employed in such contexts. The ball is now in Microsoft’s court, and the tech giant must respond to these allegations and concerns raised by The Guardian.