The debate over human creativity versus artificial intelligence intensified after OpenAI launched its ChatGPT 4.0 image generator and H&M featured AI-generated models in its campaign. Public reactions were divided, with a significant percentage opposing AI-generated models. Concerns arose over job losses within creative roles, with predictions of automation in advertising agencies. Despite resistance and concerns about AI's impact, many marketing teams plan to adopt AI tools by 2025, viewing AI as a means to augment rather than replace human creativity, as reported by various companies in the fashion sector.
74 percent of respondents in an Instagram poll by The Business of Fashion voted that brands should be banned from using AI-generated models.
"A lot of us are losing jobs [due to AI]," said Yana Sheptovetskaya, a photographer and creative director for beauty brands.
79 percent of marketing teams are planning to expand AI adoption in 2025, according to a report by AI marketing platform Jasper.
The goal for most is to harness AI as a tool to support human creativity rather than replace it.
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