Artificial Intelligence models pose a risk to accurate portrayals of human essence?
In the world of fashion advertising, a shift in preferences is underway. A recent study by Getty Images' VisualGPS has revealed that consumers are increasingly valuing relatable and authentic human representation over AI-generated models.
The controversy surrounding Guess's AI-generated ad for their summer collection serves as a prime example of this trend. Many consumers expressed concerns about diversity and beauty standards, highlighting the importance of authentic representation in advertising.
Younger consumers, in particular, prioritize relatability over perfection in imagery and video. They prefer to see "people like me" in visuals, a preference that may explain the backlash against AI-generated models.
While an algorithm can render a face flawlessly, it cannot authentically capture spontaneity, emotion, or lived experience that a human model brings to a shoot. This is why consumers are drawn to real people in real settings, rather than Hollywood glamour or airbrushed perfection.
Australians, for instance, prefer this authentic approach. Getty Images enforces policies such as no retouching, preserving natural skin tones and diverse regional nuances, highlighting varied body shapes, disabilities, and skin colors to ensure true representation.
Consumers are also increasingly valuing transparency and authenticity in their interactions with brands and content. This is evident in the 89% of consumers who demand that AI-generated advertisements be labelled as such.
Despite the growing use of AI in the creative industry for cost reduction and control over shooting environments, 84% of consumers believe that images generated using AI cannot be considered "authentic". Only 7% of consumers agree that AI-generated people should be used in advertising.
The trend of replacing human creatives with AI could lead to widespread AI 'sloppification' and generic content. However, brands have a clear opportunity to use AI ethically and collaboratively to push boundaries, not erase them, in the fashion industry.
The fashion industry has already begun to dismantle rigid beauty standards for women, as evidenced by the viral hashtag #StyleNotSize. AI-generated imagery, while lacking human fingerprints, relies on the talent of real models, years of expertise from photographers, and the vision of creative directors.
The backlash against AI-generated models in advertising stems from audiences feeling misled. Brands that prioritize authenticity, diversity, and transparency are likely to build trust and emotional connection with their consumers, setting themselves apart in the competitive fashion industry.
Sources: [1] Getty Images VisualGPS Research [2] VisualGPS Consumer Report 2021
