Consumer Perception of AI

Acceptance of AI has already increased drastically from 2023 to 2024, by 2025. In 2023 Levis and Pangaia got attacked pretty vocally and now as Moncelor, Balenciaga, LV and Mango embrace it, less than 5% of the comments on their posts have a negative sentiment.  

Certain countries have more acceptance for AI, China, India, Middle East, they are looking at it as a way to get ahead.

If most consumers do not care about the fact that is it AI, what do consumers care about?

• The garment they are buying is depicted accurately in Artificial Intelligence.
  Is AI being used to showcase the garment on different bodies or skin colors, is there a purpose more than just saving money. 

• AI should not be depicting unrealistic beauty standards

• Proportions of the model, garment and other artefacts should be realistic.

• AI output should be high quality, it should not be a poor-quality visual.

• Use of AI is not to cut corners but to infuse creativity.

• The use of AI is appreciated to enhance consumer experience.

• They want AI to express real human emotions

Timeline of acceptance

March 2023: Levi’s AI campaign got massive flak for using AI fashion models as alternative to real action for representing diversity.

• In 2023, Levi’s launched an AI campaign in an effort to use AI models to diversify brand’s shopping experience.

• The campaign raised concerns about its impact on real-life models, especially given Levi’s efforts to cut costs, including laying off 800 employees in 2022 and 700 in 2020.

• Initially, Levi’s emphasized that AI-generated models would not replace human models, but rather complement them to offer a more personalized shopping experience. 

• Levi’s Instagram account was taken over customers voicing their negative sentiments in the comments. The team had to issue a statement justifying their intent stating that they are not using AI as a substitute for real action.

2023: Pangaia’s AI campaign received criticism for undermining work of real models

• Critics voiced concerns about the potential for AI-generated images to undermine the work of real-life models, who might be displaced or undervalued in the process.

• Some also questioned whether AI could truly capture the complexity of human emotions and expressions, which are often central to fashion campaigns. 

• The ethical implications of using AI in fashion—particularly in terms of job security for human models and the potential for deepfakes—also prompted significant debate.

Sept 2023: Beginning of Acceptance for AI was observed on Moncelor’s AI Campaign

• Moncler's AI campaign for its Genius Division in 2023 generated both excitement and controversy.

  
  

• The use of AI-generated models and digital environments was hailed as a bold, innovative move that positioned the brand at the forefront of technological experimentation in fashion, appealing particularly to younger, tech-savvy audiences.

  
  

• Many praised the campaign for pushing boundaries and promoting inclusivity through diverse digital models.

May 2024: 26% of the comments on Mango’s first AI Campaign were negative but they proudly stood by their decision to innovate and be a part of the future.

• Mango’s Sunset Dream Collection AI Campaign, launched in 2023, used AI-generated models to showcase the collection. The use of AI was subtle yet impactful—digital avatars replaced traditional models, but the brand ensured the overall look and feel remained natural and aspirational.

  
  

• Mango’s teen campaign faced quite a lot of backlash with audience calling the images and representation ‘unrealistic’ and starting a debate on whether it was ethical to use AI models to sell clothes to real people.

Nov 2024: Mango’s consistent effort to embrace AI lead to acceptance from their customers for their second AI campaign

• In November 2024, inspite of receiving flak for their first AI campaign back in May, the brand proudly stood by  their decision of using AI and launched another campaign in November 2024.

  
  

• Their campaign was received with support and love from their audience. Only 1 comment out of 19 comments was negative.

Oct 2024: 100% positive comments on Victoria Beckham’s AI campaign for launch of Dorian Bag

• The brand recently introduced its new pre-SS25 Dorian bag, launching it with a phased rollout that merges "classic and experimental storytelling."

  
  

• The campaign was well-received, particularly for its creativity and the brand's willingness to experiment with technology. While there was some skepticism about AI’s role in luxury fashion, it largely positioned Victoria Beckham as a forward-thinking brand that is willing to take risks.

  
  

• By combining AI animation with its signature aesthetic, the campaign made a statement that luxury fashion can coexist with digital innovation in an exciting and meaningful way.

Customers appreciate creativity & honesty, they like it when its proudly AI

Moncelor’s AI Campaign has been receiving love for their innovative AI imagery appealing particularly to younger, tech-savvy audiences.

In 2021, Balenciaga used AI to generate virtual versions of models in their marketing materials, pushing the boundaries of what a fashion ad could be.

• In 2021, Balenciaga used AI to generate virtual versions of models in their marketing materials, pushing the boundaries of what a fashion ad could be.
  
  

• For Balenciaga, the use of AI perfectly aligned with the avant-garde, boundary-pushing image the brand is known for. Their virtual models were part of the larger theme of technology and digital aesthetics, tapping into the growing trend of virtual fashion and NFTs (non-fungible tokens).

  
  

• Balenciaga’s high-fashion audience seemed to appreciate the AI aspect as an extension of the brand's experimental and cutting-edge identity. Consumers who value innovation and the blending of digital and physical worlds were not put off by AI images. In fact, for many, it enhanced the experience and aligned with their expectations of a luxury brand willing to embrace the future.

Acceptance for AI Influencers

2023: Fresh, forward-thinking approach to brand ambassadorship in Puma’s AI campaign

PUMA’s introduction of its new AI ambassador, Laila, in 2023 sparked a mix of excitement and skepticism.

 The campaign was praised for its boldness and innovation, with Laila, a hyper-realistic AI-generated figure, embodying the intersection of fashion, technology, and digital culture. 

Supporters saw the move as a fresh, forward-thinking approach to brand ambassadorship, resonating particularly with younger, tech-savvy audiences who are increasingly immersed in virtual worlds and digital influencers. Puma’s ability to create a fully virtual ambassador represented an intriguing evolution of celebrity endorsements, embracing the future of fashion marketing.

But what do consumers from the use of AI?

2024: Etro’s AI Campaign received mixed reactions - what did consumers want?

For many younger, tech-savvy consumers, the AI models were seen as an exciting and innovative step forward, showcasing the brand’s willingness to experiment with cutting-edge technology.

These customers, who embrace digital art and technology, appreciated how AI could produce surreal, futuristic visuals that aligned with Etro's eclectic and creative aesthetic. 

For long-time loyalists who associate the brand with its craftsmanship, authenticity, and emotional storytelling, the AI models felt detached and impersonal. 

They expressed concerns that the move toward synthetic models detracted from the luxury and human-centered narrative that Etro has historically emphasized. 

These customers felt that the use of AI, while innovative, missed the deeper connection that human models bring to fashion, potentially diminishing the brand's authenticity and emotional resonance with its audience.

Jacquemus, the leader of content today has also just started using AI this november

Do customers care if a brand uses AI-generated images?

• The answer isn’t as clear-cut as a yes or no. What matters more is how the cutting-edge AI technology is used and how it fits into the broader narrative of the brand. 

• In the fashion world, consumers are drawn to authenticity, creativity, and relevance. If a brand can weave AI, including AI fashion models and virtual fashion models, into these qualities, it can create a campaign that resonates—whether the images were created by a photographer, a designer, or an AI image generator tool.

• Ultimately, consumers are more concerned with the emotional connection they feel with a brand than the technology behind it. When AI is used thoughtfully and transparently, it can enhance the brand experience, rather than detract from it.

How AI works