US Tech & AI

Fashion house Valentino criticised over ‘disturbing’ AI handbag ads

In recent weeks, luxury Italian fashion brand Gucci has faced significant backlash from social media users regarding its use of artificial intelligence (AI) to create advertisements. Critics have labeled these AI-generated adverts as “cheap” and “lazy,” arguing that they lack the creativity and artistry typically associated with high-end fashion marketing. This controversy highlights a growing concern among consumers about the authenticity and emotional connection that traditional advertising elicits compared to the impersonal nature of AI-generated content.

The backlash began when Gucci unveiled a series of promotional materials that were entirely crafted by AI, sparking a debate about the role of technology in the creative industries. Many social media users expressed disappointment, suggesting that relying on AI undermines the brand’s heritage and the craftsmanship that luxury fashion represents. For example, one user tweeted, “Gucci is losing its touch by opting for AI over real artists. Fashion should evoke emotion, not just data.” This sentiment was echoed by numerous others who feel that the essence of luxury fashion is rooted in human creativity and storytelling, elements that AI struggles to replicate effectively.

Moreover, the controversy raises broader questions about the future of advertising in the fashion industry and the balance between innovation and tradition. While AI can streamline processes and reduce costs, critics argue that it should not replace the unique vision and expertise of human designers and marketers. As brands like Gucci experiment with AI, they must navigate the fine line between embracing technological advancements and maintaining the authenticity that consumers expect from luxury labels. The ongoing discussion surrounding Gucci’s AI adverts serves as a reminder of the importance of human touch in creative endeavors, especially in a field as emotive as fashion.