Gucci's divisive AI ads aren't budget 'slop.' They're a play for cultural relevance.
Business Insider
February 25, 2026
AI-Generated Deep Dive Summary
Gucci’s use of AI-generated images in its latest advertising campaign has sparked significant debate online. While some social media users criticized the visuals as "tacky" and "cheap," branding experts argue that this is a strategic move by Gucci to position itself at the intersection of fashion, art, and technology. The campaign, titled "Primavera," features AI-rendered images alongside traditional photography, aiming to blend creativity with cutting-edge tech.
The AI-generated ads include futuristic scenes like a glamorous woman in a fur coat striding through a restaurant and sleek car imagery, which some compared to video game characters. Despite the backlash, Gucci’s decision to experiment with AI aligns with its history of pushing creative boundaries. This move is seen as an attempt to reinforce the brand’s relevance in a tech-driven world and generate high-impact visuals that traditional production might not easily achieve.
The use of AI in fashion marketing has faced criticism for potentially undermining craftsmanship and heritage—values traditionally associated with luxury brands. However, Gucci’s parent company, Kering, views this as a way to regain attention and visibility after a period of declining revenue. The brand is betting on AI as part of its broader strategy to appeal to younger, aspirational consumers while maintaining its iconic status.
This争议 highlights the challenges luxury brands face in balancing innovation with their core values. As consumer spending shifts and competition intensifies, Gucci’s experiment with AI serves as a test case for how traditional luxury brands can adapt to new technologies without diluting their image. The outcome of this campaign will be closely watched by industry insiders and consumers alike, making it a key moment in the evolution of fashion marketing.
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Originally published on Business Insider on 2/25/2026