The Rise of AI Supermodels: A Threat to Diversity or Just Another Choice?
Meet the latest sensation on the fashion runway. She’s striking, stylish, and completely artificial. In a recent Guess advert featured in Vogue’s August edition, the star model isn’t real but an AI-generated persona. The decision to feature an AI model has sparked controversy and raised questions about the implications for real models and consumers alike.
The Controversial Advert
The advert in question showcases a flawless blonde model, sporting a striped maxi dress and a floral playsuit from Guess’s summer collection. The small print reveals that she isn’t real but created using artificial intelligence. While Vogue clarifies that featuring an AI model wasn’t an editorial decision, it marks the first time such a model has graced the pages of the renowned fashion magazine.
Seraphinne Vallora, the company behind the AI model in the Guess advert, was approached by Guess’s co-founder, Paul Marciano, on Instagram. The founders, Valentina Gonzalez and Andreea Petrescu, were asked to create an AI model for the brand’s summer campaign. They presented 10 draft models, and Marciano chose a brunette and a blonde model for further development. However, creating such AI models is not as simple as it sounds, taking up to a month from idea inception to completion.
Concerns about AI Models
However, the use of AI models in fashion campaigns has been criticized as being “lazy and
