{"id":444826,"date":"2026-02-25T13:14:07","date_gmt":"2026-02-25T13:14:07","guid":{"rendered":"https:\/\/www.newsbeep.com\/uk\/444826\/"},"modified":"2026-02-25T13:14:07","modified_gmt":"2026-02-25T13:14:07","slug":"gucci-criticised-for-ai-slop-images-ahead-of-major-fashion-show","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/uk\/444826\/","title":{"rendered":"Gucci criticised for ‘AI slop’ images ahead of major fashion show"},"content":{"rendered":"

It comes as Gucci creative director, Demna Gvasalia, prepares to present his vision on the runway for the first time in Milan on Friday.<\/p>\n

However, it is not the first time the Italian fashion giant has used the technology in its marketing.<\/p>\n

Gucci previously commissioned digital artists to produce visuals, including AI-generated images, auctioned as non-fungible tokens by Christie’s, external<\/a>.<\/p>\n

In December, it released an AI-generated video of a model strutting down the runway while photographers behind her fall over themselves – literally – to capture her. <\/p>\n

A flurry of other designer and high-street brands, including Valentino<\/a> and H&M, have also explored the use of generative AI tools for social content and advertising, often citing this as a creative exercise.<\/p>\n

Dr Priscilla Chan, senior lecturer at Manchester Metropolitan University’s Fashion Institute, said there were risks to firms turning to tech for their marketing.<\/p>\n

She said some previous innovations had generated “a lot of free positive publicity” – but the risk with AI was that it risked “a lot negative publicity instead”.<\/p>\n

“I think particularly luxury fashion brands need to pay attention [to whether] the latest technology can create positive image for their brands,” Dr Chan said.<\/p>\n","protected":false},"excerpt":{"rendered":"It comes as Gucci creative director, Demna Gvasalia, prepares to present his vision on the runway for the…\n","protected":false},"author":2,"featured_media":444827,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[20],"tags":[554,733,4308,86,56,54,55],"class_list":["post-444826","post","type-post","status-publish","format-standard","has-post-thumbnail","category-artificial-intelligence","tag-ai","tag-artificial-intelligence","tag-artificialintelligence","tag-technology","tag-uk","tag-united-kingdom","tag-unitedkingdom"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts\/444826","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/comments?post=444826"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts\/444826\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/media\/444827"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/media?parent=444826"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/categories?post=444826"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/tags?post=444826"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}