Vogue's recent inclusion of AI-generated advertisements in its August issue has ignited a firestorm of criticism. The ads, featuring a digitally created model, have drawn sharp rebukes from the public and industry observers alike, who cite concerns over the promotion of unrealistic beauty standards and broader ethical implications for the creative industries.
Vogue's AI Ad Campaign Sparks Outrage
The advertisements in question showcased a blonde woman modelling two distinct outfits, one at a café and another carrying a handbag. These images were produced by Seraphinne Vallora, a marketing agency specialising in AI-generated campaigns. The agency promotes its services as a way for businesses to reach new audiences while optimising resources.
However, the campaign quickly became a focal point for online debate regarding the increasing presence of artificial intelligence in creative fields. Many expressed dismay, with comments ranging from "AI being in ANY creative space is so wild to me" to labelling it "war on art, fashion, and culture." Some even called for a boycott of Vogue and Guess.
Unrealistic Beauty Standards and Ethical Concerns
A significant portion of the backlash centred on the potential for AI-generated models to perpetuate harmful beauty ideals. Critics drew parallels to the negative impact of airbrushing on young girls, expressing fears that AI women could become the new, unattainable beauty standard. One user poignantly noted, "AI models in Vogue before plus size models is insane to me."
Key Takeaways:
AI-generated models in Vogue ads have sparked backlash.
Concerns include unrealistic beauty standards and job displacement.
Ethical questions arise about consent and exploitation in AI model creation.
Brands like Dove are pledging to avoid AI for representing real people.
The Broader Impact on the Fashion Industry
The controversy surrounding Vogue's ads mirrors similar debates sparked by other brands. Levi's faced criticism for testing AI-generated models, with many questioning why real, diverse models weren't hired instead. H&M's announcement of creating AI-generated "digital twins" of models also met with backlash, highlighting concerns about job displacement, creative authenticity, and consent.
AI's ability to rapidly generate hyperrealistic models, often trained on real models' imagery without consent, raises significant ethical questions. Sinead Bovell, a model and futurist, highlighted that this technology is built on the exploitation of modelling and the industry, potentially diminishing the power of human models.
Brands Respond to the AI Challenge
In contrast to the trend, Dove has committed to never using AI-generated imagery to represent "real people" in its advertising, reinforcing its long-standing "Real Beauty" campaign. Dove's research indicates that AI poses a new threat to women's well-being, with many feeling pressure to alter their appearance based on AI-generated images.
While some brands see AI as a tool for creativity and efficiency, offering benefits like faster content creation and cost reduction, the ethical considerations remain paramount. The Fashion Workers Act in New York State, for instance, will require explicit consent and clear terms for using a model's digital replica, setting a precedent for transparency and fair compensation.
