Guess has launched a new advertising campaign featuring two AI-generated models, igniting a wave of mixed reactions among consumers and industry professionals. Even better, “Good Morning America” helped kick off the campaign with a fun and interactive segment. Valentina Gonzalez and Andreea Petrescu, co-founders of Seraphinne Vallora, leading with enthusiasm to explain their vision for the AI models.
Gonzalez and Petrescu emphasized that their goal is not to supplant existing models. Rather, they intend to offer one more route to promotion. “We are not here to change what their brand is. We are here to adapt to their needs and create something beautiful for each brand,” Petrescu stated. More than anyone, Gonzalez animatedly explained the aesthetic possibilities of AI-generated models. He referred to them as “beautiful women” and emphasized their surreal, breathtaking forms.
Traditionally, Guess has used big stars such as Eva Mendes and Drew Barrymore for its “bombshell” campaigns. Now, with the onset of AI-generated models, the brand appears to be taking a hard left on its trajectory. Marissa Spagnoli expressed concern, stating, “This doesn’t make me want to buy anything.” Payton Wickizer criticized the move, remarking, “The fact that they are using fake women in their magazines — speechless.”
Dr. Rachel Hawkins contributed to the discussion about the potential psychological impact of advertising schemes like these. She noted that consumers can feel inadequate when they are exposed to AI-generated models. Yet they harass themselves with these unrealistic depictions and suffer tremendous damage to self-esteem. Hawkins remarked, “The more we’re exposed to these images, they become normalized to us, and we start to basically idealize these images that don’t actually exist.”
Even in the face of this powerful backlash, Gonzalez and Petrescu did not waver from their conviction. Their goal is to enhance, not replace, the modeling industry. In particular, they highlighted how important it is to work with food photographers and stylists when producing compelling advertisements. “We are here to co-exist together, and we will always see photography, stylists and everyone involved in a photo shoot as incredibly important,” Gonzalez added.
As that debate plays out, consumers are still more ambivalent to negative about the use of AI-generated models in advertising. Some applaud the creativity, others see it as an undercutting of the mystique that has surrounded conventional modeling since forever.
You can see Guess’s new ad campaign here.
