![\"Akshay](\"https:\/\/www.newsbeep.com\/nz\/wp-content\/uploads\/2026\/06\/akshay-raju-left-and-what-he-says-is-an-ai-generated-model-i-BNELZCZGEBB67BILE6NR76VMAM.png\")
<\/p>\nNew Zealand clothing brand Huffer is facing growing scrutiny over allegations it used artificial intelligence to generate campaign images resembling former models \u2013 without their knowledge or consent.<\/p>\n
The controversy was sparked by Auckland model Elijah Timmins-Scanlon, who posted a video to social media accusing the brand of using AI-generated figures that appeared to be based on himself and others who have previously worked with Huffer.<\/p>\n
The video quickly gained traction online, drawing support from models, photographers and others in the creative industry.<\/p>\n
Huffer’s managing director Kate Berry repeatedly declined to answer directly whether the brand had used real models\u2019 images to create AI-generated content.<\/p>\n
Instead, she said Huffer used “computer-assisted technologies” throughout its business and maintained the company is comfortable with its policies and use of digital technology.<\/p>\n
Timmins-Scanlon said he first became suspicious after seeing an Instagram advertisement featuring a model who looked strikingly similar to him.<\/p>\n
\u201cI scrolled past an ad of an image that looked very similar to me,\u201d he told 1News.<\/p>\n
\u201cAs I zoomed in, it wasn\u2019t me.\u201d<\/p>\n
He initially wondered whether the image was his brother, who had also modelled for the brand, before concluding it was neither of them.<\/p>\n
Do you know more? Email ed.o’driscoll@tvnz.co.nz<\/p>\n
Timmins-Scanlon said Huffer had since blocked him on Instagram after he raised concerns about the use of AI.<\/p>\n
1News also spoke to another model, Akshay Raju, who previously appeared in a Huffer photoshoot wearing the same garments featured in the images.<\/p>\n
\u201cThe garments that these AI models are wearing are the same ones that I’m wearing and then very similar poses and positions,\u201d he said.<\/p>\n
\u201cIt kind of looks like a hybrid between me, Elijah and a few other people.\u201d<\/p>\n
Raju said he had never been informed that AI might be used after the shoot.<\/p>\n
\u201cAs far as I’m aware, it was in my agency contract that AI has to be disclosed if it’s going to be used, and I definitely was not made aware about this in any form.\u201d<\/p>\n
He said his concern was not necessarily the use of AI itself, but the lack of transparency around how it was being deployed.<\/p>\n
<\/p>\n
Akshay Raju (left) and what he says is an AI generated model inspired by him and others. (Source: Supplied)<\/p>\n
Mandy Jacobsen from the agency Red11, which represents Timmins-Scanlon, said the use of AI without consent is hugely problematic.<\/p>\n
\u201cTheir look is their livelihood, and they don\u2019t want to see a picture of themselves being used for things they didn\u2019t agree to,\u201d she said.<\/p>\n
Jacobsen said her agency has already begun having conversations with brands about the future use of AI in campaigns.<\/p>\n
\u201cIf a client wants to use AI, then let\u2019s have that conversation. But the model needs to know what\u2019s happening and they need to be compensated.\u201d<\/p>\n
The allegations have highlighted a growing legal grey area as AI-generated content becomes more widespread.<\/p>\n
Catlin Hadlee, a litigator specialising in entertainment and intellectual property disputes at Hudson Gavin Martin, said the law in New Zealand is still catching up.<\/p>\n
\u201cTransparency is important. And consent is key,\u201d she told 1News.<\/p>\n
She said whether using a model\u2019s likeness without consent is illegal depends on several factors \u2013 particularly the contract between the model and the company.<\/p>\n
\u201cThe first thing lawyers would look at is the contract,\u201d she said.<\/p>\n
\u201cHas the model agreed to future uses of their image? Has the model agreed to their likeness being used in this way?\u201d<\/p>\n
Beyond contractual issues, Hadlee said there could also be questions under the Fair Trading Act if consumers were misled into believing a person endorsed a product when they did not.<\/p>\n
Potential copyright issues could also arise if existing photographs were used to create AI-generated content without permission.<\/p>\n
Unlike many jurisdictions in the United States, New Zealand does not currently have a standalone legal right preventing the commercial exploitation of a person\u2019s likeness, Hadlee said. <\/p>\n","protected":false},"excerpt":{"rendered":"New Zealand clothing brand Huffer is facing growing scrutiny over allegations it used artificial intelligence to generate campaign…\n","protected":false},"author":2,"featured_media":461869,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[138,42,43,145,40,38,41,39],"class_list":["post-461868","post","type-post","status-publish","format-standard","has-post-thumbnail","category-headlines","tag-business","tag-headlines","tag-news","tag-technology","tag-top-news","tag-top-stories","tag-topnews","tag-topstories"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/posts\/461868","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/comments?post=461868"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/posts\/461868\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/media\/461869"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/media?parent=461868"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/categories?post=461868"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/tags?post=461868"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}