Brand called out for ‘deceptive' move
An Australian woman called out Atoir, a Melbourne-based label, for using AI-generated images of a model and clothing, available for purchase on The Iconic.
'Saw this on The Iconic,' she wrote on Reddit. 'The brand ATOIR is using AI models for their clothing. Feels so deceptive.'
The website features two images of a brunette woman wearing a white dress, taken from the front and back.
At the very bottom of the item's product description, the brand said the model's measurements 'represents a size S/8 and is standing at 5'10' but disclosed neither the clothing, nor the model, were real.
'Please note that this eCommerce imagery has been crated (sic) using artificial intelligence technology and does not feature a real model,' the product description read.
'These AI generated visuals are designed to represent our products accurately and creatively.'
The same AI model displays other Atoir items on the website without any mention of AI-generated imagery.
Online, Australian customers voiced their frustration with the AI-generated models, arguing it did not accurately represent the item they wanted to buy.
'(A) $400 dress and you can only see an image generated version of it before you buy it,' a comment read.
Others argued the AI-generated image failed to represent the fit of the clothing on a human body and other angles of the clothing.
'AI cannot replicate the way a garment sits on the body, or the way different types of fabric drape,' a person wrote. 'They might as well just take a flat lay photo of the garment, that would actually be more useful.'
Another said the move was 'so wildly unappealing' and discouraged them from making a purchase.
'It's just a realistic looking line drawing at this point,' they wrote. 'I can't say I'm prepared to shell out hundreds of dollars online when I don't even get to see an actual garment.'
Interlunar Media director Krishna Chandak said AI visuals could 'often miss the mark' if used for advertising retail, skincare and fitness products compared with 'commoditised sectors' and could 'definitely affect consumer trust and brand credibility'.
'In categories like skincare, fashion, or wellness, where authenticity and emotional connection matter, AI visuals often miss the mark,' he told NewsWire.
He said 'real content consistently outperforms' AI-generated content, which may '(raise) questions around transparency and ethics'.
'Whether it's user-generated content, branded shoots, or genuine storytelling, the return on investment is almost always stronger with authentic visuals,' he said.
The Ad Firm chief executive Kevin Heimlich said retailers using AI were walking on an 'ethical tightrope' that could discourage shoppers from trusting a brand.
He said while AI may 'create a technically perfect image', it may also 'lack the soul and relatability that genuinely resonate with a target audience and encourage them to convert'.
'AI can whip up these incredibly slick, almost perfect images. They look amazing, truly aspirational,' he told NewsWire.
'If that image does not exactly match the real item a customer receives, you have a problem.'Mr Heimlich said shoppers may be disappointed when the item arrived at their doorstep.
'When a customer opens their package and sees something that does not quite align with what they saw online, it is a direct path to disappointment, frustration, and often, a return,' he said.
Mr Heimlich said there was a risk of 'breeding distrust' if retailers relied on AI-generated product images, leading customers to wonder if the brand is 'intentionally trying to mislead them'.
'Such damage to a brand's reputation and consumer trust can take a considerable amount of time to repair, and it undoubtedly impacts future sales,' he said.
Mr Heimlich urged retailers to consider relying on traditional photography and models to negate the lack of 'emotional connection and storytelling' that came with AJ-generated imagery.
'A skilled photographer, or a model who embodies the essence of your brand, does so much more than show the product,' he told NewsWire.
'AI, in its current form, often struggles to replicate that nuanced human artistry and emotional depth.'
The Iconic and Atoir did not immediately respond to NewsWire's questions.
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