Vogue has come under fire for including the advert in its print edition, with one person on X saying the fashion magazine had “lost credibility”.
Bovell says the magazine is “seen as the supreme court of the fashion industry”, so allowing the AI advert to run means they are “in some way ruling it as acceptable”.
The BBC approached Vogue and Guess for comment. Vogue said it was an advert, not an editorial decision, but declined to respond further.
So, what does the future of the modelling industry look like?
Gonzalez and Petrescu believe that as their technology improves, they will be even more in demand by brands looking to do things differently.
Bovell thinks there will be more AI-generated models in the future, but “we aren’t headed to a future where every model is created by AI”.
She sees positives in the development of AI in the industry – predicting that anybody could “start to see ourselves as the fashion models” because we will be able to create a personal AI avatar to see how clothes look and fit.
However, she adds that we may get to the stage of “society opting out, and not being interested in AI models because it’s so unattainable and we know it’s not real”.
