0:03 Take a wild guess. Is this a real model
0:06 or AI? This morning, these images from
0:08 Guess's latest ad campaign sparking
0:10 controversy across the fashion world
0:13 after the clothing brand featured AI
0:15 generated models. Some of the images
0:16 even appearing in Vogue.
0:20 >> The fact that they are using fake women
0:22 in their magazines. Speechless.
0:23 Speechless.
0:24 >> This doesn't make me want to buy
0:27 anything. We want to look at real people
0:29 in magazines. All of these models are
0:30 going to be out of work. All of these
0:31 photographers are going to be out of work.
0:32 work.
0:34 >> Londonbased AI marketing agency
0:36 Saraphene Velora was behind the creation
0:39 of the AI models whose names are Viven
0:41 and Anastasia. They say they're not in
0:43 the business of replacing the modeling industry.
0:44 industry.
0:46 >> We are here to coexist together and we
0:49 will we will always see photography
0:51 stylist and everyone involved in a photo
0:54 shoot as a an incredibly important the
0:57 heart of fashion is photography. We will
0:59 never challenge that.
1:01 >> This is meant to just supplement and to
1:03 add um you know a new avenue of marketing.
1:04 marketing.
1:06 >> The agency and guests also facing
1:08 criticism for perpetuating unrealistic
1:10 standards of beauty. Something experts
1:12 say can have a negative impact on young
1:14 girls and women.
1:16 >> The more we're exposed to these images,
1:19 they become normalized to us and we
1:22 start to basically idealize these images
1:25 that don't actually exist. And so then
1:26 we compare to them and we feel inadequate.
1:27 inadequate.
1:29 >> But Saraphene Velora says they're just
1:31 catering to their clients vision and
1:33 creating content people react to.
1:35 >> We are not here to change what their
1:37 brand is. We are here to adapt to their
1:39 needs and create something beautiful for
1:40 each brand.
1:41 >> What does people respond to? Beautiful
1:43 women. Things that look surreal things
1:46 that are very stunning. And when we get
1:48 this backlash, we're like, well, that's
1:49 what you responded to. If you had
1:51 responded to other types of beauty, we
