Jakarta, Indonesia Sentinel — Mango, the Spanish fashion brand, is under fire after launching ad campaigns featuring models generated by artificial intelligence (AI). The decision has sparked heated debate on social media, raising concerns about the authenticity of advertisements, industry ethics, and the potential loss of jobs in the modeling sector.
According to the Daily Mail, Mango first introduced AI-generated models in its Sunset-Dream campaign targeting teenagers in July. This month, the brand unveiled another AI-driven ad as part of its 2024-2026 Strategic Plan. The initiative, Mango said in a press release, seeks to “create value through technological development, data management, and operational excellence.”
Jordi Alex, Mango’s Chief Information Technology Officer stating, “This initiative reflects our ongoing commitment to innovation and staying at the forefront of the fashion world.”
However, the campaign has not been warmly received by all. Critics argue that the use of AI models in advertising skirts the boundaries of ethical practices, with some calling it “false advertising.”
TikTok content creator Marcos Angelides ignited discussions with a video tagged #falseadvertising, questioning the ethical standards in advertising.
“If a mascara brand uses fake lashes in an ad, they could face legal trouble. But if a pizza brand uses glue to make the cheese look gooier, it’s considered creative design,” Angelides said, highlighting inconsistencies in the industry, indicating a double standard.
Angelides also warned that generative AI technology is poised to redefine advertising practices. “Is this just a creative tool, like Photoshop, or a form of false advertising because neither the models nor the clothes shown actually exist?” Angelides asked.
AI Models Concerns
According to Wolipop, consumers online have raised practical issues about the AI-generated imagery. One TikTok user commented, “When I shop online, I rely on pictures to see how clothes actually fit and look on a body. AI images are completely useless for that.”
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Others fear the approach could backfire if customer expectations don’t align with reality. “What arrives at your doorstep might look very different from what’s shown in the ads. This could become a huge problem for Mango,” another commenter warned.
Mango’s CEO Toni Ruiz assured that the clothing featured in the AI-driven campaigns is real and available for purchase. He emphasized the efficiency of generative AI, noting its ability to accelerate content creation.The brand also includes a disclaimer on images created with AI, signaling transparency with customers.
Jordi Alex emphasized that “Artificial intelligence is a technological revolution that offers great opportunities to enhance employees’ capabilities and amplify creativity.”
As the debate rages on, Mango’s experiment with AI highlights the tension between innovation and the ethical considerations surrounding its implementation in fashion advertising.
(Raidi/Agung)
