'"Thought the account was hacked"' '"Looks cheap, did they use a free version?"...Gucci faces backlash over AI campaign images

Gucci unveils AI-generated images
Online backlash grows over alleged erosion of craftsmanship

Italian luxury brand Gucci has come under fire online after releasing a campaign created with artificial intelligence (AI) ahead of Milan Fashion Week. Critics argue that the use of AI technology runs counter to the brand identity that claims to celebrate "creativity and Italian craftsmanship."

On the 26th (local time), the BBC in the United Kingdom reported that "Gucci is facing a backlash after using AI-generated images to promote its upcoming show at Milan Fashion Week."

AI image released by Gucci ahead of Milan Fashion Week. Gucci website

Gucci recently released AI-generated images through its official social media accounts and website. The images are labeled with the phrase "created with AI."

However, some online users reacted negatively, saying that using AI instead of human models and photographers goes against Gucci's stated values of "creativity and Italian craftsmanship." There was also criticism that the images fall into the category of "AI slop," a term referring to low-quality AI-generated content that floods social media.

One user criticized an AI image depicting a sophisticated older Italian woman wearing a 1976 Gucci outfit, saying, "Gucci couldn't find a real Milanese grandma... dark days." Other commenters added, "I thought the Gucci account had been hacked," and "It looks cheap and completely out of context."

Some also questioned, "Why would a high-end fashion brand use AI, which is widely seen as a cost-cutting technology, in its marketing?"

AI image released by Gucci ahead of Milan Fashion Week. Gucci homepage

Gucci and other brands use AI technology in marketing

This is not the first time Gucci has used AI technology in its marketing. In the past, Gucci commissioned digital artists to create visual works that included AI-generated images, and these works were sold as non-fungible tokens (NFTs) through auctions.

In December last year, Gucci also released an AI-generated video showing photographers in the background tripping over one another as they compete to shoot a model walking down the runway.

Several luxury brands and SPA brands, including Valentino and H&M, have also been experimentally using generative AI tools in their social media content and advertising. These brands have described such efforts as part of their creative experimentation.

Priscilla Chan, a senior lecturer at the Manchester Fashion Institute at Manchester Metropolitan University in the United Kingdom, pointed out that there are risks when companies introduce technology into their marketing. She said, "Some past innovations have produced positive effects, but in the case of AI, there is a risk it could generate a lot of negative publicity," adding, "Luxury fashion brands in particular must carefully consider whether the latest technologies can create a positive image for the brand."

"Using AI is not necessarily a bad thing," some say

Not all reactions have been negative. Some social media users said Gucci managed to capture the "glamour of Milan" without losing the brand’s identity.

Photographer Tati Bruning, who has 2.4 million followers, told the BBC, "There are ways to use AI that do not infringe on the creative ecosystem," adding, "For example, I see no problem with using it for retouching, minor edits, or creating mood boards." However, she stressed, "Simple retouching or editing is different from generating the image itself."

Bruning suggested that "this campaign may not necessarily have been created to straightforwardly reflect luxury, but rather to offer a commentary on what luxury actually is."