'AI models in Vogue?' Guess ad sparks uproar
Vogue and Guess are under fire for the label's use of an AI model in an advert within the magazine's latest issue.
In Vogue's latest issue, a two-page Guess ad features a model sitting at a table while wearing a pale blue romper detailed with creme floral mesh appliqué, and the same model leaning against a wall in a black-and-white chevron-patterned maxi dress, with a coordinating handbag. In fine print in the corner of the ad reads: "Produced by Seraphinne Vallora on AI."
Reactions to the use of an artificial intelligence-generated model has been swift. Social media commentary have been harsh, especially toward Vogue, with calls to discontinue support for the magazine.
"boycott Vogue NOW! they're pushing out models for AI, devaluing hard work and art of real people," one user wrote on X. "Had to end the Vogue magazine subscription I've had for years because the latest magazine used AI models ??? In Vogue? AI models in Vogue?" another person wrote.
Others shared disappointment that a real model was not used. "so many models wanting to appear in vogue, only for them to end up using AI models," one person wrote.
"No actual human being has body proportions naturally like this with that symmetrical of a face and that airbrushed of of skin," YouTuber Isabel Brown said in a reaction video. "There already was major societal backlash to magazines trying to make women look completely unattainable and not realistic whatsoever."
Guess has yet to post the advertisement on its social media pages. That has not stopped commenters from calling out the clothing company on other posts.
Paste BN has reached out to Vogue and Guess for comment.
Seraphinne Vallora responds to AI, Vogue backlash
The one company that has come out about the ad is its creator, Seraphinne Vallora. Described as an "AI-driven" marketing agency, the company's work has also been seen in Elle, Grazia, the Wall Street Journal, FT Magazine and Harper's Bazaar, according to the company's website.
"Why can't engineers, graphic designers, 3D artists, coders, architect -any kind of creative- build beauty too?" the company said in a July 27 Instagram post.
"And funnily enough, we actually hire photographers and models as part of our workflow," the company added, "we understand people may think Al will be replacing jobs, but in reality, it's just like any other tool in the design industry and it CREATES jobs, because this images are Al-Driven but made by HUMANS, CREATIVES AND DESIGNERS."
H&M made headlines earlier this year when it announced it planned to make digital clones of its models, though it's "exploring" how to do so in "a responsible way."