Gucci Faces AI Backlash
Gucci is facing criticism for using AI-generated images in a campaign ahead of a major fashion show, with critics dubbing the content "AI slop" and raising concerns about authenticity in high fashion. The controversy highlights broader debates in creative industries about balancing innovation with authenticity and the appropriate role of AI in artistic vision.
- The campaign precedes the debut runway show for Gucci's new creative director, Demna Gvasalia, who joined the house in 2025 following a 22% sales downturn. - The four AI-generated images, all marked with a disclaimer, included a woman in a fur coat, a sports car compared to the *Grand Theft Auto* video game, and an older woman in a vintage look that prompted one user to comment, "Bleak days when Gucci can't find a real human Milanese grandmother." - Critics contrasted the use of AI with the brand's luxury price point, questioning the use of cost-cutting technology for a brand that sells handbags for up to $10,000. - This is not Gucci's first venture into AI; the company has previously commissioned AI-generated visuals for NFTs auctioned by Christie's and released an AI-made runway video in December. - Demna, the new creative director, is known for courting controversy, having previously overseen a 2022 Balenciaga campaign that featured children with teddy bears in BDSM-inspired outfits. - Other luxury brands like Valentino have faced similar backlash for using AI-generated ads, while high-street brands like H&M have also experimented with the technology for social media content. - As of February 25, 2026, neither Gucci nor its parent company, Kering, had issued a public statement in response to the criticism.
