Gucci has sparked controversy by using AI-generated images to promote its upcoming Primavera Fashion Show, leaving many to question whether luxury brands should use artificial intelligence in their advertising. The fashion house posted several promotional images on social media, including a woman in a fur coat and a pair of legs emerging from a car’s backseat, all of which were created with AI and included a disclaimer in their captions.
The use of AI-generated content in advertising often falls flat, as seen in Svedka Vodka‘s infamous Super Bowl ad, which featured a robotic duo that was widely criticized on social media. Gucci, however, is a luxury brand that is expected to maintain high standards, with its cheapest handbag selling for $850 and its most expensive retailing for $10,000. The decision to use AI-generated images has been met with criticism from fashion lovers, who argue that it undermines the brand’s luxury status. Many have taken to social media to express their disappointment, with one user writing “Any luxury brands that used AI slop should not be consider luxury anymore” and another saying “Fastest way for a luxury brand to lose its value”.
The backlash against Gucci‘s use of AI-generated images suggests that luxury brands need to be careful when it comes to their advertising strategies. If they expect consumers to pay high prices for their products, they need to be willing to invest in high-quality advertising that reflects their brand’s values. The Gucci Primavera Fashion Show will stream live on X on February 27, and it remains to be seen whether the brand can recover from the negative reaction to its AI-generated ads. Gucci did not respond to requests for comment on the matter.
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