Brands are quietly running AI ads in Vogue.
No, not Vogue.com—we’re talking about the actual, physical magazine. Over the past year, Vogue has published AI-generated ads from both major brands and smaller companies. Think: Guess, Skechers (which has reportedly been using AI for print ads throughout the year), and even a lesser-known plastic surgery recovery brand.
The catch? Not all of the ads disclose that they’re AI-generated. Guess included a disclosure in its two-page spread—but at least two others did not.
Why This Matters:
The ads sparked backlash online and were covered by BBC, USA TODAY, and others. The controversy touches on more than just disclosure. Vogue is a high-end glossy with a reputation for creative excellence. For its audience, that means carefully crafted fashion photography—not AI-generated images that, while often beautiful, can feel like a shortcut.
There’s also the issue of beauty standards. Some of the AI-generated imagery veers into the uncanny valley, creating “perfect” features that feel unreal and potentially harmful.
Interestingly, the Guess ads were created by Seraphinne Vallora—which sounds like a person, but is actually an agency specializing in “editorial-level AI-driven marketing campaigns and cinematic videos.” The future is here, my friends!
Experts React:
TikTok creator Ellie Voxel posted a breakdown of the ads, saying, “The details such as the texture of the wall and the hat—it’s all very convincing. But the length of the ring finger is just not quite right.”
She goes on to ask: “Do you think major publications like Vogue should be allowed to use AI in their advertising? And should they at least be required to disclose it?”
But the sharper reactions came in the comments:
- “They just cheapened their brand.”
- “Looks like shit.”
- “AI advertising should be illegal.”
- “Hate it!!! The whole point of getting a magazine like Vogue is the real arts of photography, illustration, and modeling.”
Um, yeesh. Clearly, some readers now question whether it’s even worth advertising in Vogue if the creative feels this low-effort.
Our Take:
High-end publications need to ensure their ads reflect the same standard of excellence as their editorial. These AI ads—even if technically well-executed—don’t deliver that luxe feeling.
We often talk about brands disclosing the use of AI. But what about platforms and publishers? Should they be held to the same standard? If Vogue’s backlash is any indication, the answer might soon be yes.
For adtech platforms and creative tech companies powering these AI ads in the digital space, this moment should serve as a warning. It’s not just about what the tech can generate—it’s about how that creative is perceived in context. When placement, audience expectations, and aesthetic standards misalign, even the most advanced creative risks becoming brand-damaging. After all, luxe doesn’t just mean high-res.
