Gucci is facing a backlash after using AI to generate images to promote its forthcoming show at Milan Fashion Week.
The images have been posted on social media – where users have questioned how using AI instead of human models and photographers is in keeping with the fashion house’s claim that it celebrates “creativity and Italian craftsmanship.”
“Bleak days when Gucci can’t find a real human Milanese grandmother to wear an outfit from 1976,” said one in response to an AI-generated image of a glamourous older Italian woman in a classic Gucci outfit.
The BBC has contacted Gucci and its parent company Kering for comment.
The pictures 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.
However, it is not the first time the Italian fashion giant has used the technology in its marketing.
Gucci previously commissioned digital artists to produce visuals, including AI-generated images, auctioned as non-fungible tokens by Christie’s.
In December, it released an AI-generated video of a model strutting down the runway while photographers behind her fall over themselves – literally – to capture her.
Credit: bbc.com
The post Gucci criticised for ‘AI slop’ images ahead of major fashion show appeared first on The Ghanaian Chronicle.
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