An advertisement featuring an artificial intelligence-generated model, produced for the apparel brand Guess and printed in the August 2025 US issue of Vogue, drew widespread public criticism after readers identified the figure as AI-generated. The campaign became one of the more visible examples of consumer reaction to AI imagery in mainstream advertising.
The ad showed a photorealistic model that was created using AI tools rather than a human photographed in a studio. A small disclosure noted the use of artificial intelligence. Once the campaign reached print, readers, professional photographers, models, and content creators raised objections across social media and in industry coverage, questioning the use of synthetic imagery in a flagship fashion publication.
The episode fit a broader run of AI advertising controversies during 2025 and into 2026. McDonald's pulled an AI-generated holiday commercial in one market after viewers criticized it, and Coca-Cola faced repeated criticism for holiday campaigns that appeared to be AI-generated. Commentators noted that established brands tended to draw sharper reactions than startups, since audiences hold well-known names to higher creative standards.
Industry observers said the Guess campaign highlighted the tension between the cost savings AI imagery can offer and the response from audiences who value human creative work. Some brands have since taken a different approach, building campaigns that openly poke fun at AI-generated content. The reaction to the Vogue placement became a frequently cited reference point in discussions of how consumers respond to AI in advertising.
Source: FashionNetwork - https://us.fashionnetwork.com/news/Vogue-us-faces-backlash-over-guess-ad-featuring-ai-generated-model,1754907.html