AI-generated model sparks controversy in Vogue ad campaign

A recent Guess advertisement in Vogue magazine featuring an AI-generated model has stirred debate over beauty standards and the future of real-life models in the fashion industry.

The ad, which showcases a blonde virtual model wearing items from Guess's summer collection, includes a small disclaimer noting it was created using artificial intelligence. This marks the first time an AI-generated person has appeared in Vogue, though the magazine emphasised it was an advertisement, not editorial content, Caliber.Az reports via BBC. 

The virtual model was developed by AI company Seraphinne Vallora, co-founded by Valentina Gonzalez and Andreea Petrescu, after Guess co-founder Paul Marciano contacted them on Instagram.

“We created 10 draft models for him and he selected one brunette woman and one blonde that we went ahead and developed further,” Gonzalez said.

The founders say the process is far from simple, with a single model taking up to a month to complete. Their services can cost up to six figures for major clients.

However, the campaign has faced backlash from within the modeling world. Plus-size model Felicity Hayward called the decision “lazy and cheap,” warning it “could undermine years of work towards more diversity in the industry.” She added, “The use of AI models is another kick in the teeth, and one that will disproportionately affect plus-size models.”

While Gonzalez and Petrescu claim they don’t create “unattainable looks,” they acknowledge the lack of diversity in their Instagram content, citing low engagement as the reason.

“We’ve posted AI images of women with different skin tones, but people do not respond to them – we don’t get any traction or likes,” Gonzalez explained.

The company has not yet created plus-size AI models, saying “the technology is not advanced enough for that.”

Critics argue AI-generated models contribute to harmful beauty ideals. In 2024, Dove launched an ad campaign highlighting AI bias, showing image generators repeatedly producing images of thin, white, blonde women — similar to Guess’s AI model.

Vanessa Longley, CEO of eating disorder charity Beat, said the campaign is “worrying,” adding: “If people are exposed to images of unrealistic bodies, it can affect their thoughts about their own body.”

Tech entrepreneur and former model Sinead Bovell emphasized the importance of transparency: “Beauty standards are already being influenced by AI. There are young girls getting plastic surgery to look like a face in a filter – and now we see people who are entirely artificial.”

Sara Ziff, founder of the Model Alliance, said Guess’s campaign is “less about innovation and more about desperation and need to cut costs.” She cautioned that AI could displace not only models, but the broader workforce involved in fashion shoots.

Despite the criticism, Seraphinne Vallora maintains that their technology is not replacing workers. “We’re offering companies another choice in how they market a product,” said Petrescu, noting that real models and photographers are sometimes still involved in the development process.

Nevertheless, their website markets AI as a cost-saving solution that “eliminates the need for expensive set-ups… hiring models.”

While Vogue declined to comment beyond stating the ad was not an editorial decision, Bovell warned that the magazine’s acceptance of the ad gives it legitimacy: “They are in some way ruling it as acceptable.”

Looking ahead, Bovell believes AI models will become more common but not dominant. She envisions a future where consumers create personal AI avatars to try on clothing, though she notes society may eventually reject virtual models due to their unattainable perfection.

By Sabina Mammadli