AI-Generated Posters Threaten the Vernacular Aesthetic of Italian Sagre

Since 2022, the Instagram account Sagre Brutte has been documenting the quirky posters of Italian village festivals, but it has recently observed a move towards generative AI for creating promotional materials. Lucrezia Cortopassi, the account's administrator, expresses a preference for handmade posters, valuing their distinctive imperfections and claiming that AI designs lack a human touch. Sagre Brutte has decided against sharing AI-generated posters, standing by the amateur designs they previously criticized. This shift signifies a growing resistance to AI in commercial advertising, as viral posts highlight concerns about content uniformity. The effect on freelance graphic designers remains uncertain, with some events opting for professional designers while others embrace AI. In 2025, Too Good To Go and Dropcity Milano brought back traditional styles, underscoring the decline of local folklore in graphic design.