Luxury fashion and AI aren’t always a good combination. Just ask Valentino.
The brand’s latest Instagram campaign promoting handbags has sparked a wave of criticism online for its unique visuals and eerie effects, with one disgruntled viewer labeling it an “AI blunder”.
The Italian fashion giant is just one of many brands facing backlash for using AI-generated advertising, highlighting the risks companies take when using AI technology today. digital marketing.
For small businesses, it’s a warning that cutting corners in content creation can have a huge impact on audience perception.
Valentino’s AI ad makes viewers nervous
On Monday, Valentino new instagram video To promote Garavani Devain bags. However, viewers encountered something that many described as “disturbing.”
The video begins with people coming out of gold versions of handbags. It then transitions into a bizarre montage of models and bags bearing the Valentino logo, ending in an unsettling swirl of arms and bodies merging.
Valentino labeled the video as AI-generated, but that didn’t stop viewers from criticizing the ad, with many calling it “cheesy,” “tacky” and inconsistent with the brand’s advertising. core values and a typical luxury aesthetic.
One user commented: “These are supposed to represent craftsmanship and prestige. This doesn’t represent anything like that at all.”
“I absolutely hate everything about this disturbing ad,” another added. “It’s a shame that classic fashion brands are now using such clumsy and stupid AI advertising.”
AI marketing concerns
Valentino is just one of many brands turning to generative AI in their marketing, but like others, it has faced widespread disapproval from consumers.
In early November, Coca-Cola AI-generated Christmas campaignin spite of, Controversies faced last year. The ad required 100 people and 70,000 AI clips to create, and the content was mostly described as “rigid” and “creepy.”
Earlier in the summer, clothing brand Guess also faced backlash for featuring AI model In a Vogue campaign.
The speed and cost-effectiveness of generative AI makes the technology attractive to businesses, and many UK businesses are naturally embracing these benefits. Research reported by managed IT We found that more than half of UK marketers have used an AI generator in the past 12 months, with 39% specifically using video or animation tools.
However, as is often the case, such developments come with the risk of undermining customer trust. Cantor’s Media Reaction 2025 Report Research shows that only 38% of consumers are excited about the use of AI in advertising, and 47% simply don’t trust the technology.
AI can help, but humans remain the key to customer trust
So what can small businesses learn from this series of AI advertising failures? Small marketing teams can greatly benefit from generative AI. But it should be used as a tool, not as a crutch.
AI tools can help with tasks like drafting social media Post, brainstorm ad ideas, create simple visuals, and more all save time and resources.
However, relying too much on technology to create creative assets can make your campaigns feel impersonal and risks alienating customers, especially at a time when AI is still an emerging technology.
“handOnce the audience smells his slop, they’ll lose interest completely.” Jake Atkinson, Director of Growth, Mortgage Technology Company mukbeThat’s what I say. “Why would people engage with a brand if they feel like the brand isn’t going out of their way to engage with them personally?”
Meanwhile, brand director Megan Dooley said: TAL agency Companies advise us to “focus.” Learn about truly understanding your audience and the channels they use to “deliver meaningful content to you on a regular basis.”
“This is where AI comes in: saving time and providing inspiration,” adds Dooley. “But it’s the personal human touch that builds trust and long-lasting connections.”
