Guess's controversial use of AI-generated models in its latest ad campaign, featured even in Vogue, has ignited debate about the future of the fashion industry, beauty standards, and the role of artificial intelligence in marketing.
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Take a wild guess. Is this a real model
or AI? This morning, these images from
Guess's latest ad campaign sparking
controversy across the fashion world
after the clothing brand featured AI
generated models. Some of the images
even appearing in Vogue.
>> The fact that they are using fake women
in their magazines. Speechless.
Speechless.
>> This doesn't make me want to buy
anything. We want to look at real people
in magazines. All of these models are
going to be out of work. All of these
photographers are going to be out of work.
work.
>> Londonbased AI marketing agency
Saraphene Velora was behind the creation
of the AI models whose names are Viven
and Anastasia. They say they're not in
the business of replacing the modeling industry.
industry.
>> We are here to coexist together and we
will we will always see photography
stylist and everyone involved in a photo
shoot as a an incredibly important the
heart of fashion is photography. We will
never challenge that.
>> This is meant to just supplement and to
add um you know a new avenue of marketing.
marketing.
>> The agency and guests also facing
criticism for perpetuating unrealistic
standards of beauty. Something experts
say can have a negative impact on young
girls and women.
>> The more we're exposed to these images,
they become normalized to us and we
start to basically idealize these images
that don't actually exist. And so then
we compare to them and we feel inadequate.
inadequate.
>> But Saraphene Velora says they're just
catering to their clients vision and
creating content people react to.
>> We are not here to change what their
brand is. We are here to adapt to their
needs and create something beautiful for
each brand.
>> What does people respond to? Beautiful
women. Things that look surreal things
that are very stunning. And when we get
this backlash, we're like, well, that's
what you responded to. If you had
responded to other types of beauty, we
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