Real or Rendered? How Brands Are Facing the AI Identity Crisis

As artificial intelligence reshapes marketing, brands are finding themselves split on whether to embrace or reject AI-generated advertising. Some see it as a tool to unlock innovation, while others reject it to preserve authenticity and trust. Aerie, for instance, recently reaffirmed its “Aerie Real” philosophy by pledging never to use AI-generated imagery, sound, or models in its campaigns—a continuation of its 2014 decision to stop retouching photos. The brand’s stance has resonated with Gen Z consumers, who value transparency and “realness” amid a wave of increasingly synthetic media.

On the opposite end, brands like H&M are leaning into AI experimentation. By creating digital twins of models, the retailer aims to explore how the technology can enhance creative processes and efficiency. Yet the decision has sparked debate about the potential loss of creative jobs—from photographers to stylists—while also illustrating how divided consumers remain on AI’s role in visual storytelling. Still, brands like Vans, Valentino, and Fiorucci are using AI to spark new interest and reinterpret their heritage for a modern audience, signaling growing comfort with AI as a creative collaborator rather than a full replacement for human artistry.

Fiorucci’s recent AI-driven “Love Boots” campaign exemplifies this balance. The brand worked with Milan-based AI artist Black Elephant to reimagine vintage imagery, transforming its iconic 1980s boots into surreal art pieces. For Fiorucci, AI wasn’t a shortcut—it was an extension of its legacy of innovation and collaboration with emerging talent. Executives stress that AI campaigns still rely heavily on human creative direction, with detailed briefs and artistic oversight guiding every output. This reinforces that AI, when applied thoughtfully, can amplify rather than diminish creativity.

For professionals in the beauty industry, this tension between authenticity and automation is increasingly relevant. Beauty brands, much like fashion houses, are built on trust, emotion, and artistry. Whether using AI to streamline workflows or avoiding it to preserve human touch, companies must clearly communicate their stance to consumers. The future of beauty marketing will likely depend not on whether AI is used, but on how it’s used—with transparency, creativity, and an unwavering respect for the real people who bring beauty to life.

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