Gucci is facing criticism after unveiling a series of AI-generated images to promote its upcoming Milan Fashion Week show, sparking debate over the role of artificial intelligence in luxury branding and raising concerns about potential cost-cutting measures within the Italian fashion house.
The brand posted the images on social media this week, explicitly labeling them as “created with AI.” The visuals depict scenes such as a woman in a fur coat in a restaurant setting, stylized car imagery, and models posed under a night sky. The response was swift and largely negative, with many users questioning the use of synthetic imagery by a brand traditionally associated with meticulous craftsmanship and heritage. One user commented, “Bleak days when Gucci can’t find a real human Milanese grandmother,” in response to an image featuring an older woman.
Others dismissed the images as “cheap” and “AI slop,” a term gaining traction online to describe low-quality, mass-produced AI content. The backlash comes as numerous fashion houses experiment with AI, driven by rising costs and a desire to modernize their brands. Gucci previously explored digital art, auctioning AI-generated works as NFTs through Christie’s and releasing an AI-created runway video in December. However, the current situation differs as AI is now being used to replace roles traditionally held by photographers, make-up artists, stylists, models, and production teams.
Dr. Priscilla Chan, a senior lecturer at Manchester Metropolitan University’s Fashion Institute, emphasized the importance of luxury brands carefully considering the impact of modern technologies on their image. “Luxury brands need to pay attention to whether the latest technology can create a positive image for their brand,” she said.
Photographer Tati Bruening, known online as Illumitati, highlighted the distinction between using AI for minor edits and generating entire images. “There is a difference between editing simple things with AI versus creating the entire image,” she stated.
Valentino recently experienced similar criticism after posting AI-generated advertisements that were described by followers as “lazy” and “embarrassing.” A spokesperson for Valentino declined to comment on the matter.
The use of AI extends beyond high fashion marketing. Zara has begun utilizing AI-generated models and a virtual try-on feature, while H&M has announced plans to create digital twins of real models. According to a report from City AM last month, 69 percent of British retailers plan to invest heavily in AI-driven technology in 2026 to reduce costs. City AM also reported earlier this month that Zara is using AI to alter images of human models on its e-commerce platforms, seeking permission from models to digitally dress them in new clothing.
These developments coincide with broader concerns about the impact of AI on the job market. The International Monetary Fund (IMF) recently predicted that AI will affect 40 percent of jobs, and LinkedIn reports that 70 percent of jobs will be transformed by the technology by 2030. Roles within e-commerce content production appear particularly vulnerable to displacement, as AI-driven gains directly translate into reduced demand for human labor.