Pamela Anderson Appeared Filter And Makeup-Free In A New Ad Campaign

Pamela Anderson is the new face of Aerie, and it comes with a statement. Person smiling, holding a vintage camera near their face, wearing a striped shirt

Aerie

For context, AI-generated models have become increasingly common. If you look through Vogue, you might see brands like Skechers and Guess using them — albeit not without controversy.Now, Aerie is a sub-brand of American Eagle Outfitters. In January 2025, AEO’s CMO said that the company had dabbled in generative AI in marketing, but feared “generic creative.” Conversely, Aerie has taken a more pointed stance, and, unlike A&E, touts in its Instagram bio, “No AI generated people or bodies. No retouching, 100% Aerie Real.”The new Aerie campaign opens with Pamela asking an AI agent to keep making changes to a “happier, more joyful” female model, until she feels “real.” Smiling woman with long hair, wearing a sleeveless top, is prominently centered. Text reads: "Generate a female model. Make her happier, more joyful."

Cut to Pamela and the models wearing the clothes, with the tagline, “Real Matters.” Four women laughing and talking indoors, with mid-action hair styling. Text reads: "Real Matters."

“You can’t prompt this,” she says. A spokesperson for Aerie further confirmed that she isn’t wearing makeup in the campaign. Three people smile at a table set for tea. Text over the image states a commitment to not using AI-generated bodies or people

“Nothing can replace human beings,” Pamela told People. “Unless AI wants to start becoming imperfect like human beings, it’ll never have the romance of a performance that’s soulful and fearless. There’s just no way to mimic that because we’re all so different.” Person reclining on a chair, wearing a loose-fitting shirt, relaxed with an arm draped over the chair's back

Aerie

She further told Vogue, “To me, as a woman, as a consumer, as a mother, I always think, what is happening? What is the difference between AI and real? How are we supposed to know? It was already disheartening at times to look at fashion magazines and see celebrities and models with retouching, but this is another level.” Person smiling, holding a bouquet of flowers, dressed in a white, flowing outfit and green boots, standing in a cozy, vintage-style room