Gucci criticised for 'AI slop' images ahead of major fashion show
BBC World
February 25, 2026
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Gucci has sparked widespread criticism for using AI-generated images to promote its upcoming Milan Fashion Week show. Social media users have questioned whether the use of AI aligns with the brand's reputation for creativity and Italian craftsmanship. Critics have labeled the images as "AI slop," referring to the often low-quality content produced by generative AI tools. One user sarcastically commented on an AI-generated image of a glamorous older woman in a classic Gucci outfit, suggesting the fashion house could easily find real human models instead. While the images were clearly marked as AI-created, this has not stopped backlash from mounting.
The controversy comes amid Gucci's broader exploration of AI in its marketing efforts. Earlier this year, the brand released an AI-generated video featuring a model strutting down the runway while photographers stumbled comically behind her. Other luxury brands like Valentino and H&M have also experimented with generative AI for social media content and advertising, often framing it as a creative exercise.
Dr. Priscilla Chan, a senior lecturer at Manchester Metropolitan University's Fashion Institute, warned that luxury fashion brands risk damaging their image by over-relying on AI. She noted that while previous innovations generated positive publicity, AI carries the potential for negative backlash. Critics argue that AI lacks the human touch and authenticity that define high fashion, raising concerns about Gucci's ability to maintain its luxurious reputation.
Despite the criticism, some supporters acknowledge the value of AI in limited contexts. A photographer with millions of followers on TikTok suggested AI could be used for tasks like retouching or creating mood boards, but emphasized a clear distinction between enhancing creative work and generating images from scratch. Others speculate that Gucci's campaign might intentionally aim to provoke debates about the future of luxury fashion in an AI-driven world.
The backlash highlights the tension between embracing cutting-edge technology and preserving the
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Originally published on BBC World on 2/25/2026