Luxury brands use 'no AI' claims as marketing strategy amid public backlash

In response to consumer backlash against generative AI, luxury and fashion brands are stressing that their offerings are crafted without AI involvement. This shift comes after negative feedback regarding AI-generated advertisements, such as Valentino's bag campaign from December 2024, Gucci's AI visuals for Milan Fashion Week, and Aerie's commitment against AI-generated bodies announced in October 2025. Aerie experienced a 23% increase in Q4 2025 sales after featuring Pamela Anderson in an advertisement. Miu Miu's January 2026 initiative highlighted the aging process of leather, while Bottega Veneta's 2025 campaign showcased artisans alongside celebrities. The return of hand-drawn animations and a trend towards imperfect garments have also been noted by WGSN. However, many brands still utilize AI internally, raising concerns about quality and ethics.