AI-Generated Models in Fashion: How Consumer Perceptions Are Changing
Dec 17, 2024
Acceptance of AI in the fashion industry has already increased drastically from 2023 to 2024, and by 2025, it’s expected to grow even further. In 2023, brands like Levi’s and Pangaia faced vocal criticism for using AI-generated models, but now, as Moncler, Balenciaga, LV, and Mango embrace AI modeling, less than 5% of the comments on their posts have a negative sentiment.
Certain countries, like China, India, and the Middle East, have shown higher acceptance for AI-generated imaging, viewing it as a way to innovate and get ahead. But if most consumers don’t care whether images are artificial intelligence generated, what do they care about?
Accuracy – The garment they’re buying must be depicted realistically in AI images.
Purpose – Is AI in fashion being used to showcase garments on different body types and skin tones, or just to cut costs?
Realism – AI-generated models should avoid unrealistic beauty standards, and proportions should be natural.
Quality – AI-generated images must be high-resolution, not low-effort visuals.
Creativity – The use of AI innovation should enhance campaigns, not just replace human effort.
Emotion – Consumers want AI-generated models to express real human emotions.
Timeline of AI Acceptance in Fashion
March 2023: Levi’s AI Backlash
In 2023, Levi’s launched an AI model fashion campaign to diversify its shopping experience using AI-generated models. Critics accused the brand of replacing real models, especially after laying off 800 employees in 2022 and 700 in 2020.
Despite Levi’s clarifying that AI models would complement (not replace) humans, backlash flooded their Instagram. The team had to issue a statement justifying their intent stating that they are not using AI as a substitute for real action.
2023: Pangaia’s AI Controversy
Pangaia’s AI-generated imaging campaign faced criticism for undermining real models.
Critics questioned whether AI models could authentically capture human emotion and raised ethical concerns about job displacement.
September 2023: Moncler’s AI Breakthrough
Moncler’s Genius Division campaign marked a turning point in fashion and AI generating both excitement and controversy.
The brand’s AI creative direction was praised for pushing boundaries and promoting inclusivity through different AI avatars appealing particularly to younger, tech-savvy audiences.
May 2024: Mango’s Bold AI Move
Mango’s Sunset Dream Collection used AI-generated fashion models, sparking debate. The use of AI was subtle yet impactful—digital avatars replaced traditional models, but the brand ensured the overall look and feel remained natural and aspirational.
While 26% of comments were negative with audience calling the images and representation ‘unrealistic’, Mango stood by its decision, embracing the potential of AI.
November 2024: Mango’s AI Redemption
Mango’s second AI model fashion campaign saw overwhelming support, with only 1 negative comment out of 19—proving growing consumer acceptance.
Their campaign was received with support and love from their audience.
October 2024: Victoria Beckham’s AI Success
Victoria Beckham’s AI influencers campaign for the Dorian bag received 100% positive feedback, blending luxury with AI innovation.
The brand recently introduced its new pre-SS25 Dorian bag, launching it with a phased rollout that merges "classic and experimental storytelling."
The campaign was well-received, particularly for its creativity and the brand's willingness to experiment with technology. While there was some skepticism about AI’s role in luxury fashion, it largely positioned Victoria Beckham as a forward-thinking brand that is willing to take risks.
By combining AI animation with its signature aesthetic, the campaign made a statement that luxury fashion can coexist with digital innovation in an exciting and meaningful way.
Do Consumers Care About AI in Fashion?
Moncelor’s AI Campaign has been receiving love for their innovative AI imagery appealing particularly to younger, tech-savvy audiences.
In 2021, Balenciaga used AI to generate virtual versions of models in their marketing materials, pushing the boundaries of what a fashion ad could be.
For Balenciaga, the use of AI perfectly aligned with the avant-garde, boundary-pushing image the brand is known for. Their virtual models were part of the larger theme of technology and digital aesthetics, tapping into the growing trend of virtual fashion and NFTs (non-fungible tokens).
Balenciaga’s high-fashion audience seemed to appreciate the AI aspect as an extension of the brand's experimental and cutting-edge identity. Consumers who value innovation and the blending of digital and physical worlds were not put off by AI images. In fact, for many, it enhanced the experience and aligned with their expectations of a luxury brand willing to embrace the future.
Acceptance for AI Influencers
2023: Fresh, forward-thinking approach to brand ambassadorship in Puma’s AI campaign
PUMA’s introduction of its new AI ambassador, Laila, in 2023 sparked a mix of excitement and skepticism.
The campaign was praised for its boldness and innovation, with Laila, a hyper-realistic AI-generated figure, embodying the intersection of fashion, technology, and digital culture.
Supporters saw the move as a fresh, forward-thinking approach to brand ambassadorship, resonating particularly with younger, tech-savvy audiences who are increasingly immersed in virtual worlds and digital influencers. Puma’s ability to create a fully virtual ambassador represented an intriguing evolution of celebrity endorsements, embracing the future of fashion marketing.
But what do consumers from the use of AI?
2024: Etro’s AI Campaign received mixed reactions - what did consumers want?
For many younger, tech-savvy consumers, the AI models were seen as an exciting and innovative step forward, showcasing the brand’s willingness to experiment with cutting-edge technology.
These customers, who embrace digital art and technology, appreciated how AI could produce surreal, futuristic visuals that aligned with Etro's eclectic and creative aesthetic.
For long-time loyalists who associate the brand with its craftsmanship, authenticity, and emotional storytelling, the AI models felt detached and impersonal.
They expressed concerns that the move toward synthetic models detracted from the luxury and human-centered narrative that Etro has historically emphasized.
These customers felt that the use of AI, while innovative, missed the deeper connection that human models bring to fashion, potentially diminishing the brand's authenticity and emotional resonance with its audience.
Jacquemus, the leader of content today has also just started using AI this november
Do customers care if a brand uses AI-generated images?
The answer isn’t black and white. What matters is how brands use AI-generated imaging:
Balancing Innovation & Authenticity – Brands like Balenciaga and Jacquemus use AI to human storytelling, merging digital and physical fashion.
Transparency & Creativity – Consumers appreciate when brands proudly embrace AI-generated models as part of their vision.
Emotional Connection – Whether through perception AI or real models, the key is resonating with audiences.
The Future of AI in Fashion
As AI in India and globally evolves, brands must navigate ethical concerns while leveraging AI image generators for creativity. The rise of AI influencers and fashion artificial intelligence suggests a hybrid future—where AI work enhances, not replaces, human artistry.
Ultimately, consumers care less about whether an image came from a camera or an AI image generator from text—they want fashion that feels real, inclusive, and innovative.
How AI works
AI-generated models are created using advanced model artificial intelligence systems that generate images using AI. These tools analyze vast datasets to produce hyper-realistic AI images, enabling brands to experiment with AI dress designs, virtual photoshoots, and even AI influencers.
By integrating AI in the fashion industry, brands can streamline production, enhance personalization, and push creative boundaries—ushering in a new era of fashion and AI.
