Pamela Anderson has been praised by fans after taking a stand against the use of AI-generated models in the fashion industry. The 58-year-old model has partnered with clothing brand Aerie for its 100% Real campaign, which promises not to use any AI-generated people or bodies in its marketing.
In a new video, Anderson poses makeup-free as she asks an online AI search engine to generate a female model. The software produces an AI model, but Anderson is unhappy with the results, remarking that the models “look lifeless” and that she wanted them to feel more “real.” The AI scene then dissolves, and the models become real people smiling alongside Anderson, all wearing Aerie clothes. The clip ends with Anderson delivering the line: “You can’t prompt this.”
Fans have applauded the campaign, with one writing: “Bravo GLOW team this is sooooo major.” Another added: “I got chills all over. This is amazing,” while a third commented: “THIS IS JUST AS ICONIC AS YOU THINK IT IS!!!”
Anderson emphasised her support for the campaign in an interview with People, stating: “Nothing can replace human beings.” She added: “Unless AI wants to start becoming imperfect like human beings, it'll never have the romance of a performance that's soulful and fearless. There's just no way to mimic that because we're all so different.”
She also told Vogue Business that the initiative was a smart way to draw attention to “worrisome” AI images. “To me, as a woman, as a consumer, as a mother, I always think, what is happening? What is the difference between AI and real?” she said. “How are we supposed to know? It was already disheartening at times to look at fashion magazines and see celebrities and models with retouching, but this is another level.”
The campaign comes months after Aerie vowed not to use AI-generated imagery in its marketing. Aerie CMO Stacey McCormick told AdWeek that while the company will use AI tools for logistics and planning, it draws the line at using “AI for bodies, faces, or any lived-in experiences.” Other brands, such as H&M, have taken an opposite approach, using AI to create digital twins for advertising.
