JeansWest proved them right much sooner than expected.
An Instagram video shows an AI model posing in a digital version of Jeanwest style, and the brand’s website is filled with AI-generated photos and videos.
9news.com.au has contacted Jeanswest for comment.
The representative said: SMH He said AI is one of many tools in the brand’s creative workflow, and he is committed to keeping it authentic and relevant.
The product photos on the JeansWest website do not appear to be generated or modified by AI.
Consumers have voiced frustration and disappointment over the brand’s heavy use of generative AI on social media, calling it “garbage.”
One comment on the AI video on JeansWest’s Instagram page called out those responsible for approving the clip’s removal.
On TikTok, an Australian user called content on the brand’s website “AI slop.”
“A lot of brands are trying to use AI at the moment, but they’re using it in really clumsy ways and getting a lot of ridicule,” Adam Ferrier, consumer psychologist, creative strategist and founder of Thinkerbell, previously told 9news.com.au.
But when used well, AI can be a powerful marketing tool, Ferrier said, and as brands become more adept at using it, he expects it to become more commonplace in the advertising industry.
Dr Christina Anthony, a lecturer and consumer psychologist at the University of Sydney Business School, said consumers were likely to react less strongly to AI advertising campaigns as they became more commonplace.
“And most brands will not abandon generative AI because the efficiency is so valuable,” she previously told 9news.com.au.
Instead, they will work on creating AI content that feels more authentic and human-centered. Therefore, it may become undetectable.
Consumers seem to have no problem spotting Jeanswest’s clunky AI content, but future generative AI ad campaigns created using rapidly advancing technology could be even harder to identify.
