"Created with AI": Gucci Sparks Industry Debate with Artificial Intelligence Campaign

The legendary Italian fashion house Gucci has ignited a fierce conversation within the global style community by integrating artificial intelligence into its latest promotional strategy. Ahead of the highly anticipated Milan Fashion Week, the brand unveiled a series of visual assets explicitly labeled as "Created with AI." This bold technological move serves as a prelude to the debut of the house's new creative director, Demna Gvasalia, whose tenure is set to officially begin in 2025.

The appointment of Demna, who previously led Balenciaga from 2015 to 2025, is widely interpreted as a strategic pivot for Gucci as it seeks a profound creative rejuvenation. However, the decision to utilize generative AI has been met with significant backlash across social media platforms. Critics have voiced concerns that such technology contradicts Gucci’s storied heritage, which is deeply rooted in traditional Italian craftsmanship and the meticulous nature of artisanal handiwork. Some detractors have gone as far as to label the synthetic content as "AI slop," questioning its place in high-end luxury.

This experimental foray into digital generation comes at a precarious time for Kering, Gucci’s parent conglomerate, which has been navigating a period of financial instability. Consequently, there is immense pressure on Demna’s inaugural collection to not only redefine the brand's aesthetic but also to revitalize consumer demand and restore the company’s fiscal performance. The success of this transition is seen as vital for the group's overall recovery in a competitive market.

While other major players like Valentino and H&M have also explored generative AI for social media engagement, the scrutiny surrounding Gucci is particularly intense. The debate centers on whether this is a legitimate form of artistic provocation or a fundamental departure from the core values of luxury. Gucci is no stranger to the digital frontier, having previously collaborated with artists for NFT auctions through Christie’s and releasing an AI-generated video last December. One specific image of an elderly woman in vintage-style Gucci attire drew sharp criticism, with observers noting the irony that the brand seemingly could not find an actual Milanese grandmother to model a 1976-inspired ensemble.

From an economic perspective, analysts highlight the transformative power of generative AI, suggesting it could contribute between $150 billion and $275 billion to the operating profits of the fashion and luxury sectors over the next three to five years. Nevertheless, academic experts like Priscilla Chan, a senior lecturer at the University of Manchester, emphasize a critical distinction between non-invasive digital retouching and the total creation of synthetic imagery. The latter often triggers skepticism among luxury consumers who prioritize human skill and authenticity.

As the industry watches closely, the arrival of Demna—a figure renowned for his subversive and often controversial approach to fashion—only heightens the stakes of this ongoing dialogue. His first collection will likely serve as the definitive statement on Gucci's future direction, determining whether the brand will continue to embrace digital disruption or return to its artisanal roots. The intersection of high technology and heritage remains one of the most polarizing issues facing the house as it enters this new era.