Advertising campaigns: fake models generated by AI, a real race to the bottom

The publication didn't seem like much at first glance. Guess, a so-called mid-range brand founded by French people living in the United States, took out a double-page ad in the August issue of American Vogue . The young woman, all smiles, embodies the stereotypes of white beauty, with wavy blond hair and curvy curves. In a corner of the page, a notice indicates that the image was generated with the help of artificial intelligence. This is the first time in the history of the industry's most powerful magazine, headed for some time yet by Anna Wintour , that an AI-powered campaign has been among the many ads purchased by major fashion and luxury brands. Guess is famous for revealing Estelle Lefébure and for using models capable of evoking a certain Californian dream.