Vogue readers furious after spotting ‘disturbing’ AI models in an ad in the prestigious magazine
It looks like fashion label Guess is not shying away from using artificial intelligence in its ad campaigns – after the brand ran a two-page spread in this month’s August edition of Vogue that was ‘produced’ by an AI marketing company.
The advertisements appeared about halfway through Vogue’s August print issue, showing a woman with bouncy, long blonde hair modeling two different outfits on separate pages.
The images were not part of Vogue editorial, but instead, presumably paid advertisements for the Guess brand that appeared in the famous fashion bible.
In one ad, the model sat at a café table with a cup of coffee, wearing a light blue romper covered in mesh floral detailing, as well as a gold watch and necklace from the brand.
The other photo depicted the same AI model in a black-and-white chevron print dress, carrying a matching Guess handbag in front of a ‘shop’ filled with hats in their window.
In the fine print on the side of the ad, it read that the campaign was produced by ‘Seraphinne Vallora on AI.’
Seraphinne Vallora is an agency that designs ‘editorial level AI-driven marketing campaigns and cinematic videos,’ its campaigns featured not only in Vogue but also in Elle and Harper’s Bazaar.
On its website, London-based founders Valentina and Andreea stated that they wanted to use AI to brands’ advantage.
It looks like fashion label Guess is not shying away from using artificial intelligence in its ad campaigns – after the brand ran a two-page spread in this month’s August edition of Vogue that was ‘produced’ by an AI marketing company
In the fine print on the side of the ad, it read that the campaign was produced by ‘Seraphinne Vallora on AI’
‘We want to harness the incredible power of AI to revolutionize marketing images. We realized that AI offered a cost-effective, hassle-free path to design brilliance,’ the website reads.
‘No more expensive travel or complicated arrangements, We wanted to make it all accessible, to companies of all sizes.
‘An easy solution to market their companies without the stress and complications.’
Daily Mail reached out to Guess for comment.
But the advertisement didn’t seem to slip past eagle-eyed fashion fans, as it went viral on X (formerly Twitter) on Thursday morning.
Popular account Pop Crave posted a TikTok made by user @lala4an, which showed the ad.
However, Pop Crave incorrectly claimed that Vogue was using the AI models – when it was in fact Guess.
But even so, it looks like many fashion fans weren’t happy with the choice, as they furiously responded to the Pop Crave post.
Seraphinne Vallora is an agency that designs ‘editorial level AI-driven marketing campaigns and cinematic videos,’ their campaigns featured not only in Vogue but also in Elle and Harper’s Bazaar
‘This is kinda sad. There’s so many people who would love to be on the magazine just for them to be giving these opportunities to AI…’ one user wrote.
Another agreed, ‘That’s disturbing. This is the direction AI should not be going in… wow.’
‘AI is not even sparing the fashion industry,’ someone else typed.
One X user pointed out, ‘Great. The new beauty standard will be, literally, unobtainable because it’s not real.’
Others, however, thought that it was a great sign for the future.
‘The future is here. Takes less time and much cheaper to make,’ someone shared.
Another agreed, ‘Well, it’s cheaper.’
The advertisement comes just one year after OpenAI and Vogue’s publishing parent, Condé Nast, announced a partnership together, per BBC.
The deal involved allowing ChatGPT and its search engine, SearchGPT, to display content from Vogue and its other publications like GQ.
The deal was reported to be multi-year.
