Gucci Faces Backlash Over AI-Generated Promotional Images
Gucci is encountering criticism after employing artificial intelligence (AI) to create images promoting its upcoming show at Milan Fashion Week.
The images were shared on social media, where users questioned how the use of AI, rather than human models and photographers, aligns with the fashion house's assertion that it honors "creativity and Italian craftsmanship."
"Bleak days when Gucci can't find a real human Milanese grandmother to wear an outfit from 1976,"
commented one user in response to an AI-generated image depicting a glamorous older Italian woman dressed in a classic Gucci outfit.
The BBC has reached out to Gucci and its parent company Kering for statements regarding the matter.
Labeling and Criticism of AI-Generated Content
The images are explicitly labeled as "created with AI," but critics describe them as examples of "AI slop," a term referring to the influx of often low-quality AI-generated content saturating social media platforms.
Some have questioned why a luxury fashion brand would resort to cost-saving technology for its marketing campaigns.
This controversy arises as Gucci's creative director, Demna Gvasalia, prepares to unveil his vision on the Milan runway for the first time on Friday.
Gucci's Previous Use of AI Technology
This is not Gucci's initial use of AI technology in its marketing efforts.
The brand has previously commissioned digital artists to create visuals, including AI-generated images, which were auctioned as non-fungible tokens (NFTs) by Christie's.
In December, Gucci released an AI-generated video featuring a model walking down the runway while photographers behind her comically stumble over themselves to capture her image.
Industry Adoption of AI in Fashion Marketing
Several other designer and high-street brands, including retailer H&M, have also experimented with generative AI tools for social media content and advertising, often framing these initiatives as creative exercises.
Expert Opinions on AI Use in Fashion Marketing
Dr Priscilla Chan, senior lecturer at Manchester Metropolitan University's Fashion Institute, highlighted potential risks for companies adopting technology for marketing purposes.
"I think particularly luxury fashion brands need to pay attention [to whether] the latest technology can create positive image for their brands,"
she stated, adding that while some past innovations generated "a lot of free positive publicity," AI carries the risk of producing "a lot negative publicity instead."
Mixed Reactions from Social Media Users
Not all social media responses have been negative; some users believe Gucci has successfully captured "Milano glam" without losing its essence.
Tati Bruening, a photographer with 2.4 million followers on TikTok, known as illumitati, shared her perspective with , asserting that AI has a role in fashion.
"There are ways to use AI that is non-invasive to the creative ecosystem and I see no problem with that,"
she explained, suggesting applications such as retouching, minor edits, or creating mood boards.
"There is a difference between enhancing or editing simple things with AI vs. image generation."
Bruening also proposed that Gucci might be intentionally provoking discussion about the nature of high fashion in the AI era, with the images serving as a form of parody.
"I don't feel that this campaign was necessarily made to reflect luxury but create commentary on what luxury actually is,"
she added.
for our Tech Decoded newsletter to follow the world's top tech stories and trends. Outside the UK? here.
