Vogue readers have expressed dismay over the use of an artificial intelligence-generated model in a double-page advertisement featured in the magazine's August issue. The advert, commissioned by clothing label Guess, was produced by Seraphinne Vallora, an agency specialising in AI-driven marketing campaigns.
The images depict a blonde AI model in two outfits: a light blue floral playsuit while sitting with a coffee, and a black-and-white chevron print dress clutching a matching Guess bag against a blue wall. A fine-print credit reads “Seraphinne Vallora on AI,” alerting readers to the model's artificial origin.
Social media reactions were mixed, with one user on X/Twitter calling the images “disturbing” and another lamenting that AI sets an unattainable beauty standard. However, some supporters noted cost and time efficiencies of using AI over traditional photoshoots.
Plus-size model Felicity Hayward, who has worked in fashion for over a decade, voiced concerns about job losses for creative professionals such as makeup artists, hair stylists, and set designers. She also worried the practice could undermine recent diversity efforts in the industry.
The controversy follows a partnership between OpenAI and Condé Nast, Vogue's publisher, allowing the magazine's content to appear in ChatGPT search results. Condé Nast CEO Roger Lynch described the deal as crucial to meeting audiences where they are and embracing new technologies.
