In this month’s print edition of Vogue, one advert featured a model wearing a floral playsuit from the fashion brand Guess. She was smiling, blonde, and entirely AI-generated.
Vogue has since confirmed this is the first time an AI person has featured in the magazine. Given the subsequent backlash the placement caused, it could also be the last.
But with AI imagery cropping up frequently in digital marketing, is this a cautionary tale for retailers? Or an inspirational one?
In a recent survey by Startups, more than 8 out of 10 online retailers told us they felt pressure to adopt the latest technology in order to remain competitive. We explore what that means for advertising, and how consumers might respond to the new breed of robot models.
What is an AI fashion model?
AI fashion models are digital avatars created using generative AI. Designed to represent clothing and accessories in a way that mimics human models, they’re becoming a frequent presence online, and particularly in social commerce.
If you think this sounds ridiculous, you’ve not been paying attention. CGI models have actually been knocking on advertisers’ doors for years.
These so-called ‘virtual influencers’ (computer-generated characters that live on social media) can earn up to £26,700 per post. One of the most famous, Lil Miquela, has starred in campaigns for Calvin Klein and Prada.
Lil Miquela isn’t a million-pound invention. She was built in 2016 by a small creative agency in LA called BRU:D. Since then, lots of fashion-tech startups have appeared on the market hoping to replicate BRU:D’s success at scale. And some are succeeding.
How do AI fashion models work?
For ecommerce brands, the key advantage of using an AI-generated product photo is convenience. All companies need to supply is a photo of the item, and they’ll be able to get a professional-looking image (or even a video) of a fully-styled model wearing it.
Take the agency behind the Guess ad, Seraphinne Vallora. It produces editorial level AI-driven marketing campaigns, and offers a range of models, poses, and backgrounds that match your brand, for complete design control.
The costs can be enticing. Botika is a software company based in Tel Aviv, which describes itself as “the leader in AI generated models for fashion”. It offers brands the option to purchase a minimum of 20 AI photos per month, for as little as $18 (around £14) per month.
When you compare this to the cost of hiring a commercial model, as well as make-up artists, stylists, photographers, and studio space, it becomes an easy sell to online stores.
Should you use AI in advertising?
AI offers powerful tools for content personalisation, volume, and efficiency. But it also presents risks. Many Vogue readers took to social media to lambast its use in the Guess advert, with some even threatening to cancel their magazine subscriptions.
Toeing the line between reducing costs and sowing mistrust is a tough ask for businesses. 50% of Brits say they don’t trust brands that don’t handle AI properly, according to photo editing software Photoroom. So what exactly is improper use?
For Guess critics, lack of clarity may have been their main qualm. The published ad included a tiny, easy-to-miss disclaimer “produced by Seraphinne Vallora on AI”, which left readers confused over the level of human work involved in the production.
Another issue could be that AI use did not align with Vogue’s branding. The magazine is well known for championing artistry and celebrating the work of fashion creators, deploying AI in a high-profile, heavily artistic context may have felt jarring to readers.
SMEs may find that AI is more readily accepted by consumers — especially in practical or low-budget contexts like product photography — than in a full-scale, creative campaign.
Retailers feeling pressure to adopt AI
According to our 2025 Workforce Report, 82% of UK businesses overall said they feel under pressure to adopt emerging technologies, including AI. Among ecommerce and retail businesses specifically, that figure rises to 84%.
With businesses clamouring to be the first to use the latest tech, and some consumers standing firm on the anti-AI bandwagon, the question of how and when robot creations become acceptable in paid media becomes increasingly confused.
Ultimately, using AI in advertising comes down to context, transparency, and knowing your customers. In fashion, as in all marketing, trust is your most valuable accessory.
