Insolvency and restructuring firm, Coots and Boots, recently hired Emilia Carrière as lead for Marketing and Corporate Communications – however the company has faced backlash after it was alleged that Emilia does not exist. 

Her website profile positions her alongside senior leadership and describes her as “Known for her calm professionalism and sharp editorial instinct, Emilia bridges the gap between legal precision and public understanding”.

It continued: “she brings a thoughtful, strategic approach that strengthens C&B’s reputation for trust and transparency”.

The organisation even went so far as sharing details of the hobbies Emilia enjoyed outside of work – golf, tennis, art and fine wine!

Suspicions were raised when calls were made to the company asking for Emilia and callers were told there was no one by that name there. She also appears to have no online presence outside of the Coots and Boots webpage. 

When Emilia’s headshot was run through AI detection software it came back as 97% likely the image was AI. 

What may have driven this alleged move remains unclear – reasons could range from bolstering staff numbers to creating credibility through the perception of senior appointments. However, the outcome in this situation appears to have had the opposite effect.

Duncan Coutts, director at Coots and Boots told the Financial Times, the firm “has expanded rapidly since incorporation”. He claimed this was “supported by our investment in technology,” but made no direct reference to Emilia Carrière or the firm’s use of AI. 

The employees profile now appears to have been removed from the site and when access is attempted a “Whoops, that page is gone” holding page appears. 

Coots and Boots are now said to have retained a PR agency following the accusations.

However whilst allegedly creating a counterfeit employee persona may be frowned upon, we are seeing an emergence of AI employees being appointed.

The Case for AI Employees

ALIANDO, a global Microsoft partner, was the first known organisation to appoint an AI to their board at the end of Summer last year. 

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The London based firm suggested that the appointment would enhance strategic decision-making, support complex data analysis and provide impartial views to support the company’s international expansion. 

At the time, ALIANDO CEO, David Fuess, commented: “This marks a pivotal moment not only for ALIANDO but for corporate governance globally. Incorporating AI into our boardroom gives us access to real-time intelligence, predictive analytics, and an unbiased lens. It ensures our leadership remains at the forefront of innovation and customer value delivery.”

The AI board member would not have voting rights, ensuring that whilst the organisation gained value from their insight, humans had the final say on decisions. 

This raises the question, will we see more and more AI employees – and will organisations be transparent about this?