"Bleak days when Gucci can't find a real human Milanese grandmother to wear an outfit from 1976. The images have been clearly labelled as "created with AI" - but critics say they are an example of "AI slop", a term for the deluge of often low quality AI-generated material that is flooding social media."
"Others have questioned why a high fashion company would need to use the cost-cutting tech for its marketing. It comes as Gucci creative director, Demna Gvasalia, prepares to present his vision on the runway for the first time in Milan on Friday."
Gucci generated controversy by using AI to create promotional images for its upcoming Milan Fashion Week presentation, featuring AI-generated models and photography instead of human talent. Social media users criticized the decision as inconsistent with the brand's claimed commitment to creativity and Italian craftsmanship, particularly questioning why a luxury fashion house would resort to cost-cutting AI technology. Though the images were labeled as AI-created, critics characterized them as "AI slop"—low-quality AI content flooding social media. This marks Gucci's second venture into AI marketing, following a December AI-generated runway video. Other major brands including H&M have similarly explored generative AI for advertising and social content.
Read at www.bbc.com
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