Vogue magazine is currently facing backlash for featuring an AI-generated model in a Guess advertisement within its August 2025 issue. The advertisement, created by marketing firm Seraphinne Vallora, marks the first time an AI-generated person has appeared in the magazine. Although Vogue states the AI model’s inclusion was a marketing decision rather than an editorial one, it has sparked widespread criticism from readers, industry professionals, and content creators.
Reasons for the backlash
- Impact on Human Models and Jobs: Concerns abound regarding the potential displacement of human models and creative professionals (photographers, stylists, makeup artists, etc.) as brands increasingly turn to AI for cost-cutting and efficient content creation.
- Reinforcing Unrealistic Beauty Standards: The use of hyper-perfect, AI-generated models, lacking natural flaws and imperfections, raises worries about perpetuating unrealistic and potentially harmful beauty standards, especially among younger audiences and those struggling with body image issues.
- Loss of Credibility and Authenticity: Critics argue that including AI models compromises Vogue’s long-standing legacy of celebrating human artistry and authenticity within the fashion industry.
- Lack of Transparency: While Vogue included a footnote disclosing the AI-generated nature of the ad, critics argue the subtle placement was insufficient and lacked true transparency, leaving many readers initially unaware.
Industry implications and future outlook
The Vogue-Guess AI ad controversy highlights the ongoing debate and challenges surrounding the integration of AI in the fashion industry.
- Potential Benefits of AI: Proponents emphasize AI’s potential to enhance creativity, streamline operations, and offer personalized experiences.
- Need for Responsible Integration: Many in the industry believe AI can be a valuable tool if implemented with ethical considerations and transparency, prioritizing human oversight and protecting worker rights.
- Impact on Modeling Industry: The future of the modeling industry likely involves a hybrid approach, where AI models are used alongside human models, who will increasingly leverage their unique personalities and authentic stories to connect with audiences.
