They are modeling a scary concept.
Major fashion brands that use digitally created models in clothing ads have recently begun facing backlash over the industry-changing practice. Just as we launched another AI campaign targeting teenagers.
For Mango, which already has its highest revenue in 40 years, the addition of AI models last summer “will help us create content faster,” said CEO Toni Ruiz. told Bloomberg last month.
But customers don't buy it.
TikTokker Marcos Angelides, who produces a video series on AI in advertising, started a discussion about Mango's practices. The clip is tagged with the hashtag #falseadvertising.
He stepped into the gray area of the practice and addressed feedback from several commenters about their concerning thoughts.
“So if a mascara brand used false eyelashes in an ad, it would be an issue, but if a pizza brand used glue to make the cheese look gooey, it would just be seen as a pop design,” he said. He spoke on TV camera. “Inconsistent” ruleset.
Angelides said generative AI used to create non-human models and advertisements is bound to “redefine” how the industry properly leverages this technology.
“Is text just a creative tool, like applying Photoshop, or just a lens for advertising?” he asked.
“Or is it false advertising because the models and the clothes they wear don't actually exist? For now, no one knows.”
Some expressed frustration that this could cause people to lose their jobs.
“Another creative job fired,” a user sneered.
Beyond ethics, shoppers shared their biggest quality concerns with the AI model in the video comments.
“When I order clothes online, I look at pictures to see how the clothes will fit in real life. AI pictures are totally useless for that,” one person said, adding that One said the idea was “very wrong”.
“So I think there could be a lot of complaints because what arrives could be something completely different and could be something completely different,” another wrote. Masu.
Angelides responded to that comment, noting that consumer protection laws are in place, and said, “This includes shoppers who expect advertising to reflect their products.”
Legal or not, multiple TikTok users suggested ways for customers to take back some control and force companies to adhere to consumer standards.
“Please don't buy from Mango” [until] They're stopping this,” one person commented, while another called for a “boycott.”
