Gucci faces backlash for using AI in new spring collection

For a brand that prides itself on craftsmanship and exclusivity, Gucci is now under fire for its use of artificial intelligence in one of its upcoming advertising campaign.

On Monday, the luxury fashion brand posted promotional images of its upcoming Primavera Fashion Show in Milan, which will be its first under new Creative Director Demna.

Several of the posts carried a small but powerful disclaimer: “Created with AI.” That detail quickly ignited backlash online and fuelled debate about AI in luxury fashion.

Gucci’s AI ads

The campaign began with safe visuals, including Michelangelo’s David and classic leather loafers. Soon after, Gucci posted four AI-generated images.

They showed a woman in a fur coat inside a restaurant, a pair of legs stepping out of a car, two models under a night sky and a sports car.

The images themselves did not appear controversial. But many fans questioned why a brand of Gucci’s stature would rely on artificial intelligence instead of hiring photographers, models and production teams.

Some users even compared one of the posts to visuals from the upcoming video game GTA 6. Critics argued that luxury fashion should celebrate artistry and skilled labour, not automation.

One viral X user wrote that any luxury brand using “AI slop” should no longer be considered luxury. Another called it the fastest way for a brand to lose value.

Some consumers even raised voices over how expensive the brand is, with its handbags ranging from $850 to $10,000; reinforcing its premium status using AI-generated ads feels like cost-cutting that clashes with high-end pricing.