Gucci’s AI Ads Face Backlash Amid Sales Slump | Business Insider
Gucci’s recent foray into AI-generated advertising has sparked a backlash, raising questions about the intersection of luxury branding, technological innovation, and consumer perception. The Italian fashion house’s “Primavera” campaign, featuring images created with artificial intelligence, has drawn criticism online, even as the company attempts to position itself at the forefront of a rapidly evolving technological landscape.
The images, posted on Gucci’s social media channels ahead of creative director Demna Gvasalia’s debut runway show at Milan Fashion Week, included renderings of glamorous scenes and models. While some found the imagery striking, many users quickly voiced their disapproval, labeling the visuals as “cheap” and “slop”—a term gaining traction to describe low-quality, mass-produced AI content. One Instagram user commented, “You did not need to use AI for this, so tacky,” while another criticized the move as reducing “craftsmanship to a marketing narrative.”
Gucci declined to comment on the criticism. However, branding experts suggest the decision to utilize AI wasn’t necessarily driven by cost-cutting measures, but rather a deliberate attempt to align the brand with emerging technologies and foster a sense of creative futurism. Blanca Zugaza Escribano, a fashion and luxury strategy consultant at Metyis, explained that the move aims to “position Gucci at the intersection of fashion, art and technology.” She added that the use of AI allows the brand to generate “surreal, high-impact imagery that traditional production might not easily achieve,” and aligns with Gucci’s history of experimentation.
This isn’t Gucci’s first venture into the world of AI. Earlier in February , the company partnered with Snapchat to launch an AI-powered interactive lens, allowing users to digitally transform themselves into characters from Gucci’s “La Famiglia” collection. This initiative followed a broader effort to boost brand visibility, as highlighted by Armelle Poulou, CFO of Gucci’s parent company, Kering, during the company’s fourth-quarter earnings call. Poulou stated that the launch of the “La Famiglia” Collection and related activations were instrumental in “putting Gucci back at the center of attention.”
The push for increased visibility comes at a critical juncture for Gucci. The brand experienced a significant revenue decline in , falling 22% on a reported basis and 19% on a comparable basis for the full year. This downturn was the steepest among Kering’s portfolio of brands, signaling a need for strategic adjustments to regain market share.
The debate surrounding Gucci’s AI-generated ads reflects a broader tension within the luxury industry. Traditionally, luxury brands have emphasized craftsmanship, heritage, and human storytelling. Matthew Drinkwater, director of the Fashion Innovation Agency at the London College of Fashion, argues that if AI is perceived as replacing these core values, it risks undermining the very foundation of luxury aspiration. “If AI is used in a way that feels like it replaces craft, it risks undermining the very thing that creates aspiration,” he said.
Gucci’s experience isn’t isolated. Valentino also faced criticism in December for an AI-generated campaign promoting its DeVain handbag, with online users questioning the brand’s legacy. This pattern suggests that luxury brands face a unique challenge in integrating AI into their marketing strategies without alienating their core consumer base.
Elaine Parr, a senior partner and consumer products and retail industries leader EMEA at IBM, emphasizes the complexities of delivering a positive tech experience for luxury consumers. She notes that the luxury market is currently “tough,” with a pullback in spending from aspirational shoppers impacting sales. “You need to deliver on the Lux brand promise and be modern whilst retaining your heritage,” Parr added.
The online comments sections of luxury brands, Drinkwater observes, have become “the most honest focus group in fashion.” He notes that “almost any use of AI in fashion still seems to trigger a level of outrage,” highlighting the sensitivity surrounding the integration of artificial intelligence into an industry deeply rooted in human creativity and artistry. While AI can be effective when used to *support* a creative vision, negative reactions demonstrate the potential for backlash when it’s perceived as displacing human input.
Gucci’s recent struggles echo a broader shift in consumer preferences. The brand’s previous push for maximalism and logo-centric designs, which doubled revenue between and under Alessandro Michele’s creative direction, lost momentum as consumers gravitated towards the “quiet luxury” trend. This shift, coupled with a younger, more aspirational customer base that appears to have moved on, has presented new challenges for the brand.
The situation underscores the delicate balancing act luxury brands must navigate as they embrace new technologies. While innovation is essential for staying relevant, it must be carefully implemented to preserve the brand’s core values and resonate with its target audience. The response to Gucci’s AI campaign serves as a cautionary tale, demonstrating that even the most established luxury brands are not immune to the scrutiny of the digital age.