Gucci used AI-generated images to promote a collection, sparking controversy regarding the authenticity and creativity of the brand.

Recently, Gucci posted on social media images generated by artificial intelligence, provoking negative reactions from users. They questioned how the use of AI aligns with the brand's statement that it celebrates 'creativity and Italian artisanal craftsmanship'.

Although the images are marked as 'created with AI', critics consider them examples of 'sloppy AI', meaning low-quality content. Priscilla Chan, a lecturer at the Manchester Metropolitan University Fashion Institute, highlighted the risks that luxury brands take by using technology in marketing, warning that it can generate negative publicity, affecting the brand's image.