“Just because you can do it”, the Guess brand in turmoil after a new advertisement

Indignation on social networks – "just because you can do

The appearance of models generated by AI caused a real uproar online. In addition, On Instagram. Furthermore, many Internet users have denounced the potential impact of these practices on employment but also on beauty standards, once again revised upwards.

“What is the point of showing clothes worn by IA models? Consequently, As if the real models were not already unrealisable beauty standards “. Consequently, Written a user under a post from the London agency Seraphinne Vallora, at the origin of artificial models. “AI is only a tool, it is not supposed to replace everything. Nevertheless, It is not because you can do it. Humans are beautiful with their imperfections and the image you have created is soulless” “just because you can do writes another user.

The debate was also taken up by professionals in the sector. including model Felicity Hayward who told the BBC “Either Guess does this to be talked about and get free advertising, or she wants to reduce costs and do not think of the implications that this can have. “

However, some comments, more nuanced and optimistic, say that these practices are surely the future of the campaigns.

Boycott call

According to CNN. the controversy around the Guess campaign sparked a wave of boycott calls aimed at both the ready-to-wear brand and the magazine Vogue. The latter assured CNN that he had not been informed in advance that these images had been generated by. artificial intelligence.

“With AI. human skills become even more important

For its part, the agency Seraphinne Vallorca, which has already worked with it, Grazia, Harper’s Bazaar, “just because you can do defended its approach on social networks. “”We knew that it would arouse discussions. because we are upsetting a sector that has always done things in one way. But it is not a question of replacing traditional photo sessions. It is a question of completing them. It is a question of offering brands a new option “.

While the legislation remains unclear in several countries, the calls to supervise these practices are increasing. The European Union has already adopted AI Act, forcing to clearly report the content generated by AI and respect copyright. But for the moment, Vogue refers responsibility to Guess, who has not responded to requests for comments.