AI models have come so far this year that they’re beginning to meet some luxury brands’ visual standards for campaigns. But can they meet customers’ standards for creativity?

This year, brands have begun experimenting with AI-generated campaigns, to mixed reviews. Some received backlash: social media users labelled August’s J Crew x Vans AI campaign “slop” and “cheap”, and Guess’s AI-made August advert as “just wrong”. A cascade of media articles then covered these reactions.

Others, like Valentino’s AI-generated campaign film for its own Vans collab and Moncler’s experimental AI film, elicited more positive responses on social media and from fashion and advertising publications.