AI-generated fashion models: innovation, illusion or a step too far?

By Hannah Marriott, Lecturer in Marketing & Strategy, Cardiff University

Fashion has always sold aspiration. Long before artificial intelligence (AI), it relied on carefully constructed images of beauty through styling, lighting, makeup and, more recently, digital retouching.

While consumers may have understood that these images do not reflect everyday reality, they continued to engage with them. They followed fashion trends and they bought the products being advertised.

The industry is now moving beyond enhancing images of real people, however. It is beginning to generate the people themselves.

AI-generated fashion…

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