Artificial Intelligence advertisement in Vogue may be causing greater harm than initially perceived
In August 2025, luxury brand Guess made a bold move by featuring AI-generated models in Vogue magazine. The models, created by Seraphinne Vallora's agency, were computer-generated and identified only by a small disclaimer, causing a stir in the fashion industry.
The controversy centers around Guess's use of AI models, which some argue present unrealistic beauty standards, displace real models and photographers, and raise ethical concerns about the use of AI in fashion marketing. Critics on social media, particularly on TikTok, have expressed disappointment that Guess opted for "fake women" instead of real human models.
The AI models were designed based on the audience's visual preferences, according to the creators. However, this has not stopped critics from voicing their concerns. One user stated that the use of AI models devalues the hard work and art of real people, while another claimed that Guess's use of AI models creates impossible and irresponsible beauty standards.
Guess's legacy of using iconic human models contrasts sharply with these AI-generated figures, which some argue fail to inspire consumer connection. Vogue has defended its decision, emphasizing that the AI model appeared only in an advertisement, not an editorial. The agency's website explains their focus on mindful use of AI in their work.
Despite the backlash, the use of AI in advertising is seen as an inevitability as the technology spreads to all creative sectors, including graphic design and the film industry. Some argue that this is a slippery slope towards AI being chosen over human creativity.
The criticism of Vogue's use of AI models in its advertising continues to grow. Some users have called for a boycott of Vogue magazine due to its use of AI models. It is troubling to see Vogue embracing AI advertising, as the debate highlights broader concerns about automation replacing human creativity, the transparency of AI use in advertising, and the potential shift in how beauty and fashion are represented in media.
References:
- The Verge
- The Guardian
- Vogue
- Seraphinne Vallora Agency
- In the realm of graphic design, debates ensue over the impact of AI on human creativity, as its influence expands across various sectors.
- The AI models, remnants of Seraphinne Vallora's innovative design phase, challenged the conventional notions of beauty and lifestyle within the fashion-and-beauty industry.
- These AI models, despite their groundbreaking UX and UI, stirred controversy by offering a stark contrast to the iconic human models Guess had previously championed in their brand campaigns.
- The artificial intelligence that powered the models was employed to cater to the audience's visual preferences, a practice that raises questions about its effect on the authenticity and originality of design.
- As AI infiltrates the fashion and advertising industry, including fashion magazines like Vogue, concerns about ethics and the bias inherent in AI algorithms have come to the forefront, igniting a debate about the future of creative design.
- In the face of growing criticism, fashion enthusiasts and critics alike voice their concerns over AI replacing the creative efforts of designers, stylists, and photographers, thereby undermining the very essence of art and human expression.
