AI-generated models appear for first time in 'Vogue’ magazine

For the first time, an AI-generated model has appeared in the pages of Vogue magazine, prompting criticism over unrealistic beauty ideals and concerns about the technology’s impact on creative industries.

The August print edition of the iconic publication features a Guess advertisement showcasing a flawless blonde model promoting the brand’s summer collection.

The only indication that the images in the campaign are AI-generated is a small note in the corner of the advert, easily missed.

The advertising campaign was created by Seraphinne Vallora, which describes itself as a design-led AI marketing agency founded by Valentina Gonzalez and Andreea Petrescu.

Speaking to the BBC, the duo said Guess co-founder Paul Marciano contacted them via Instagram with a request to create AI models for the brand’s campaign.

“We created 10 draft models for him, and he selected one brunette and one blonde for further development,” Gonzalez said.

According to the company, it has five employees dedicated to developing AI models, a process that can take up to a month from concept to final image. Fees for large clients like Guess can reach into the low six figures.

Once the campaign launched, the agency faced widespread criticism.

However, Seraphinne Vallora defended its use of AI, insisting it still employs photographers and other creatives as part of its production workflow.

“We understand people may think AI will replace jobs, but in reality, it’s just another tool in the design industry. It creates jobs—these images are AI-driven but made by humans, creatives, and designers,” the company stated.

However, the BBC noted a contradiction: despite claims that human creatives are essential to the process, the company’s website highlights benefits of working with it such as “eliminating the need for expensive set-ups, makeup artists, venue rentals, stage setting, photographers, travel expenses, and hiring models.”

At the same time, the company also markets a £49 ($100 AUD) online course it describes as 'The Ultimate Guide to Crafting Cinematic and On-Brand Visuals with AI.'

Online criticism has also centred on a lack of diversity in the company’s AI models, which appear to reinforce narrow beauty ideals.

The backlash

Responding to the backlash, Gonzalez told the BBC:

“We’ve posted AI images of women with different skin tones, but people don’t engage with them—we don’t get traction or likes. At the end of the day, we are a business. We use images that create conversation and bring in clients.”

Later, the company further defended its use of AI in an Instagram post.

"If you’re going to innovate, you have to be willing to be misunderstood. It will take time for people to adapt to change, but once they do, they will see the beauty and advantages of this technology," it said.

How does the general public feel about AI images and diversity?

It's interesting to note that Gonzalez highlighted the need to create advertising images that resonate, or 'click' – with consumers. However, VisualGPS, Getty Images' data collection entity designed to inform content creators and customers about consumer connections and trends – might suggest otherwise.

In a recent survey hosted by VisualGPS, they discovered the following statistics:

• 72% of global consumers expect brands they buy from to support diversity and inclusion, with 80% loyal to brands whose business practices support their own values and the numbers are even higher with the younger demographics.
  
  
• 80% of Australasian consumers agree that media and advertising should not only show people of different backgrounds and demographics, but reflect true lifestyles and cultures.
  
  
• 69% of people could spot at least one AI image, but a staggering 95% also mistakenly thought real images were AI-generated. 
  
  
• 68% of people can’t tell if an image is AI-generated. 
  
  
• 90% of consumers want transparency on AI images and agree that this is important in building trust and maintaining brand integrity in the age of AI.

While Guess might be getting some unexpected attention from this campaign (or was this done to create a stir?), customers could view these AI images negatively, potentially eroding their brand loyalty.