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<\/p>\nOnline retailer Jeanswest has been ridiculed online for its new AI generated social media ads.\u00a0<\/p>\n
On 30 December and 6 January, the struggling Australian fashion brand posted two 20 second spots on Instagram, advertising its summer range by spotlighting two individuals enjoying shared moments in matching outfits. However, the videos that include two AI generated models in the same summer outfits, show blurry and unnatural movements, and a cartoonlike quality.<\/p>\n
This has led to consumers taking to the comment section to ridicule and call out the online fashion retailer.<\/p>\n
\u201cHow did this epic AI monstrosity get post approval? How many people at Jeanswest viewed this utter AI garbage and thought \u201cyeah, let\u2019s do this!\u201d? Because, honestly, every single person responsible for this should be fired. You don\u2019t deserve a paycheck,\u201d one user expressed in the comments of one of the Instagram posts.<\/p>\n
Another user even questioned the professionalism of the spots, \u201cIs this a joke? Like are you pranking us?\u201d<\/p>\n
Pip Bingemann, co-founder at Springboards.ai shared similar feelings towards the ads.<\/p>\n
\u201cIt\u2019s pretty bad. I don\u2019t think the AI production is the worst part though \u2013 the lack of an idea, judgement, understanding of craft or quality control is. The audio, the idea and the direction just all feel lazy. I get there are pressures to be doing more with less but when AI is used to replace people in the whole supply chain, from idea and concept development through to approval and production and the talent themselves, those problems all get amplified,\u201d he told AI.<\/p>\n
Bingemann wasn\u2019t the only marketer that seemed to be baffled by Jeanswest\u2019s Instagram posts.<\/p>\n
Hannah McElhinney, chief creator and co-founder at Snack Drawer weighed in on the situation admitting at first she thought it was a \u201cvery, very funny joke\u201d. That was until it was pointed out to her that it probably wasn\u2019t.<\/p>\n
\u201cI have a decent number of questions. Why are they twins? What is that landscape? I\u2019ve seen a lot of highly convincing AI content in the last few months, so on one level it\u2019s refreshing to go back to the days of early slop,\u201d she said to B&T.<\/p>\n
\u201cI can\u2019t help but see it as a metaphor for our times. Our physical and cultural landscape is fragmenting so fast, there\u2019s an eerie truth to these poorly rendered visuals. I do think that AI, which regurgitates what it\u2019s fed like a mother bird, is dangerous in how it amplifies and accelerates the dominant ideals of the perfect human form\u2014white, blonde, able-bodied and aggressively heterosexual.<\/p>\n
\u201cAnd given we are still so used to seeing this one-dimensional imagery across all authentic and synthetic media, I don\u2019t mind seeing it made to look as gobsmackingly ridiculous as it really is. Maybe this Jeanswest commercial has pulled back the curtain of the industry and exposed us as we truly are.\u201d<\/p>\n
Head of Growth at G Squared, Chris Murphy was also left scratching his head with the overuse of AI Jeanswest is attempting to leverage.<\/p>\n
\u201cThis is a classic example of \u2018just because it\u2019s available doesn\u2019t mean it should be used\u2019. A quick look at Jeanswest\u2019s website quickly reveals that it\u2019s entirely AI-generated \u2013 imagery, videos and even copy have no soul and definitely don\u2019t help in selling the products, which is the goal\u2026 is it not?<\/p>\n
\u201cUltimately, I\u2019d love to know \u2018Why?\u2019<\/p>\n
\u201cIt can\u2019t be cost \u2013 quality product shoots are relatively cost-effective to execute for a brand of their size. It can\u2019t be speed \u2013 as I\u2019ve worked with fashion brands before and they can be done well at pace, and relatively effectively too.<\/p>\n
\u201cI\u2019m an optimist with the opportunities AI presents for the creative industry, but it should be kept for rapid iteration or mood boards, not for replacing fundamental trust indicators of public facing assets.\u201d<\/p>\n
The first ad that was posted on December 30 depicts two blonde, caucasian women strolling on the beach in matching, brown, flowy outfits, with the caption stating, \u201cThere\u2019s no better way to step into the New Year than sharing the moment with someone who matches your vibe\u2014and your outfit!\u00a0Cheers to style and friendship in 2026!\u201d.<\/p>\n
This was then backed up a week later by the same two women\u2014again in matching Jeanswest outfits\u2014in a \u201ccosy cafe\u201d, enjoying a coffee and each others company.\u00a0 The caption follows a similar theme to the first, \u201cSome fits are more than just clothes. Tag your forever-plus-one\u201d.<\/p>\n
Jeanswest first opened its doors in 1972. Its popularity grew and so did its network, reaching nearly 150 stores across the country after acquiring the now-defunct Eagle Jeans chain.<\/p>\n
However, Jeanswest struggled in subsequent decades due to rival jean retailers. This led it to slip into voluntary administration in 2020, shutting 37 stores and making 263 staff redundant.<\/p>\n
In June of last year, the last remaining 90 Jeanswest stores were forced to shut up shop when new administrators Pitcher Partners took control of the business, leaving it as just an online retailer.<\/p>\n
It left the public confused and mislead when Jeanswest posted an AI generated image of a woman walking passed a store in \u201cKelsey Utility Relaxed Capris\u201d pants.<\/p>\n
<\/p>\n
\u201cSo are they back or not I\u2019m confused?\u201d one Instagram user commented.<\/p>\n
Jeanswest has been contacted by B&T prior to publishing this article, but has not responded.<\/p>\n
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