Guess has debuted a new advertising campaign that stars two AI-generated models. This has opened up a furious argument over whether artificial intelligence is good or bad for the fashion industry. In an interview with Good Morning America, the campaign points to a deep and historic shift in the iconic brand’s marketing strategy. Gone are the days of heavy dependence on celebrity models such as Mendes and Drew Barrymore.
The company responsible for these new AI-generated models, Seraphinne Vallora, is co-founded by Valentina Gonzalez and Andreea Petrescu. In their press releases, they did a poor and unnecessary job of clarifying what exactly they intended to do, namely, as they are claiming, not replacing traditional models. We’re not in the business of re-branding them, Petrescu added. Instead, we concentrate on finding out what their needs are and developing something amazing for each individual brand.
The aesthetic of the new models has drawn a more severe response. Gonzalez referred to them as “beautiful women, beautiful things that look like surreal, things that are very stunning.” Critics have decried the hollow nature of non-authenticity at play when using AI-generated photos in a consumer-driven space. In response to the company’s reaction, fashion activist Marissa Spagnoli shared her dismay and wondered whether Guess had lost its way. “This is not an incentive for me to purchase anything,” she stated.
Social media comments reflect similar sentiments. And one TikToker wasn’t alone in worrying about the replacement of traditional models and photographers. If the industry went further in this direction, they cautioned, the industry risked losing its humanity. Lily Payton Wickizer sharply criticized the campaign. As she put it, “The fact that they are using fake women in their magazines — speechless.”
Dr. Rachel Hawkins, a behavioral psychology expert with the Urbanism Next, shared her model-informed advice on how to minimize negative AI-generated model impacts on consumer choice. As an artist, she found that seeing model-perfect beauty 24/7 can leave one with a sense of worthlessness. This occurs as they internalize the standards of beauty that are unattainable. “The more we’re exposed to these images, they become normalized to us, and we start to basically idealize these images that don’t actually exist,” she explained.
Surprisingly, Gonzalez and Petrescu don’t retreat in the face of this vitriolic backlash. Their goals are to supplement and improve upon traditional marketing techniques—not supplant them. Petrescu emphasized the need to live in harmony with legacy photography and styling practices. In short, he fervently declared, “We are here to co-exist together. Photography, stylists, and all people working a photo shoot are extremely important.
As that debate continues, Guess’s new ad campaign is sure to be the one that ignites it again. It raises critical questions about the future of modeling, creative marketing strategies, and the ethical implications of using artificial intelligence in creative industries.
