"In 2014, Aerie made a promise to consumers that it would no longer retouch models' bodies in its ad campaigns, a widely praised move framed under its ongoing "Aerie Real" motto. Ten years later, that phrase has a new meaning for the American Eagle-owned brand, which announced earlier this month it would not use AI-generated imagery in its marketing, whether it's the models it casts in campaigns, creators it's partnering with or even the music that soundtracks its ads,"
"With AI capabilities advancing seemingly by the day, brands are confronted with a major conundrum: To use it or not? While most have left that door open for now, an increasing number are taking a firmer stance. For Aerie, the decision mostly won praise (though some commenters critiqued the brand's alleged lack of body diversity in advertising) and allowed them to appeal to Gen-Z consumers that are wary of the technology's rapid adoption."
Aerie pledged in 2014 to stop retouching models' bodies under the "Aerie Real" motto and has now extended that commitment by banning AI-generated imagery across its marketing. The ban covers models, partnered creators and even music used in ads, aiming to ensure content is created without AI and to preserve consumer trust. Stacey McCormick framed the move as an evolution of the original promise to show "the real thing." The decision drew praise and some criticism over body diversity, appealed to Gen Z wariness of AI, and highlights broader industry tensions over AI adoption and job impact.
Read at The Business of Fashion
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