Vogue US faces backlash over Guess ad featuring AI-generated model
Vogue US sparked major debate when it ran a Guess ad featuring artificial intelligence–generated visuals in its August 2025 issue. The campaign stirred widespread backlash from readers, image professionals, and content creators, who see it as a warning sign for creative industries.
Vogue US has come under fire after publishing a Guess advertisement featuring an AI-generated model in its August 2025 issue. Despite a footnote disclosing the synthetic origin of the visuals, readers and creative professionals reacted strongly, criticizing the magazine for departing from its legacy of showcasing real artistic talent. The campaign stirred broader fears about AI’s encroachment on human creativity within the fashion and media industries.
The ad was created by Seraphinne Vallora, a marketing agency known for promoting digital models across high-profile publications. As more brands use AI avatars to cut costs and streamline production, legal and ethical concerns around likeness rights and job displacement have intensified. Creative professionals argue that campaigns like this diminish the collective artistry involved in traditional photoshoots—from makeup artists to photographers and lighting crews.
Governments and unions are stepping up efforts to regulate AI in media, but many in the industry remain wary of its long-term impact. While some roles may evolve with AI, others face potential automation. The backlash against Vogue’s ad spotlights a crucial debate: will the fashion world continue to champion human creativity—or sacrifice it in pursuit of efficiency? Read more here!
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