Mia Wang, an assistant professor in the Department of Advertising, Public Relations and Design at the University of Colorado Boulder, has been extensively researching the impact of artificial intelligence (AI) on consumer decision-making. Her recent findings indicate that consumers tend to perceive AI-generated advertisements more negatively, especially for luxury brands. This unfavorable view extends beyond the ads themselves to affect consumers’ perceptions of the brand as well. In July 2025, the fashion industry experienced significant controversy when Vogue featured an ad spread for the clothing brand Guess using an AI-generated model. The use of computer-generated imagery instead of a human model sparked debate among consumers, industry experts, and designers. Critics argued this trend undermined the authenticity and craftsmanship integral to luxury fashion, while supporters viewed it as embracing technological progress and creative innovation. Professor Wang points out that the key issue is not just AI’s involvement in advertisement creation but also the product category’s influence on consumer attitudes. Luxury brands are traditionally associated with exclusivity, craftsmanship, and a personal touch—qualities consumers expect to be represented by real people whose skill and creativity contribute to the products and their promotion. Wang explains, “A luxury brand—they could choose to invest in human labor to demonstrate genuine brand effort and craftsmanship. But when these brands instead opt to use AI, it can signal a lack of commitment to authenticity and a detachment from the human element that many consumers value. ” This perception leads consumers to suspect the brand prioritizes cost-cutting or efficiency over quality and personal engagement. Wang’s research suggests that AI-generated ads, when seen as shortcuts or substitutes for genuine human creativity, weaken consumers’ emotional connections with brands. This issue is especially critical for luxury brands that rely heavily on emotional bonds and trust.

Conversely, some product categories may inspire greater consumer acceptance or even appreciation of AI-driven marketing innovations. The controversy over Vogue’s AI-generated fashion spread highlights broader debates in advertising and marketing regarding the ethical and practical implications of AI use. As AI tools advance, questions about authenticity, transparency, and balancing innovation with tradition become more pressing. Today's consumers are increasingly informed and discerning, often favoring brands that emphasize authenticity and social responsibility. AI-generated advertising, particularly for luxury goods, challenges these expectations and risks creating a disconnect between brand image and consumer perceptions. Industry experts advise that brands must navigate these challenges thoughtfully. Successfully balancing AI’s efficiencies and creative potential with the need for authenticity and human connection is essential. Transparency about AI use and integrating it in ways that supplement rather than replace human creativity may help reduce negative perceptions. Professor Wang’s research underscores the importance of understanding consumer psychology amid AI-driven marketing. As technological capabilities evolve, brands must adapt their strategies to engage audiences in authentic and meaningful ways. The debate sparked by Vogue and Guess’s collaboration serves as a timely reminder of the complexities and risks involved in incorporating AI into luxury advertising. In conclusion, while AI offers exciting opportunities for efficiency and innovation in advertising, it also poses risks to consumer trust and brand perception. For luxury brands in particular, maintaining a commitment to human creativity and authenticity is vital to preserving their prestigious reputation and fostering positive consumer relationships. As the marketing landscape transforms, ongoing research like Wang’s will be crucial in guiding brands through this evolving era.