Gucci sparks backlash for using AI-generated images in its Primavera campaign, raising concerns about authenticity and craftsmanship amid declining sales.

Gucci faces backlash for using AI-generated images in its Primavera collection campaign ahead of Milan Fashion Week, with critics calling the visuals “cheap” and questioning the brand’s commitment to craftsmanship. The controversy centers on AI-created scenes, including a woman in a fur coat and stylized car shots, despite some images being traditional photography. Consumers and experts worry the move undermines luxury values, authenticity, and human artistry, especially as Gucci grapples with a 22% revenue drop in 2025. While the brand has previously used AI in marketing, this campaign has sparked broader concerns about AI’s role in fashion and its impact on creativity and brand identity.