Vogue ad featuring AI-generated models for Guess campaign prompts mixed reactions from readers online
The ad, created by AI marketing agency Seraphinne Vallora, featured digital imagery of a blonde model wearing different outfits from the Guess collection, accompanied by fine print noting the campaign was 'produced by Seraphinne Vallora on AI.'
The ad was not part of Vogue's editorial content but a paid feature from Guess. While some readers viewed it as a forward-thinking move, others took to social media expressing discomfort. One post read, 'This is kinda sad. There's so many people who would love to be on the magazine just for them to be giving these opportunities to AI…' Another wrote, 'That's disturbing. This is the direction AI should not be going in.'
The AI-generated model appeared in two separate settings—first seated at a café table wearing a blue floral romper, and later, standing in front of a boutique in a black-and-white chevron dress. Critics voiced concern over the implications for real models and evolving beauty standards, with one comment noting, 'The new beauty standard will be, literally, unobtainable because it's not real.'
Seraphinne Vallora's website states its mission is to offer 'editorial level AI-driven marketing campaigns and cinematic videos,' aiming to make high-quality marketing more accessible and cost-effective for brands. The agency's work has appeared not only in Vogue but also in Elle and Harper's Bazaar.
Though Guess has not commented, the reaction reveals an ongoing debate within the fashion industry around the role of AI in visual storytelling and advertising.
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