The video, part of Valentino’s “digital creative project” developed with digital artists, showcased surreal visuals of bodies and logos morphing around a bag. Although clearly labeled as AI-generated, it sparked hundreds of critical comments, with users describing the imagery as “cheap, ” “lazy, ” and “disturbing, ” accusing Valentino of favoring efficiency over artistry. This backlash highlights a wider challenge luxury brands face as generative AI becomes more widespread. While AI has quietly supported design, production, and operations, its role in visible creative work is controversial in a sector rooted in craftsmanship and human authorship. Dr. Rebecca Swift, SVP of creative at Getty Images, noted that consumers view AI-created works as less valuable than human-made art, especially from expensive brands. Even transparency about AI use hasn’t fully eased consumer skepticism. According to Jill Assemota, founder of Parallel Pictures, luxury brands will keep adopting AI but mainly to extend existing shoots rather than produce fully AI-native campaigns.

Most campaigns use AI to create additional assets for social media or digital platforms, helping meet growing content demands amid tight budgets and timelines. AI’s effectiveness is most notable in e-commerce, where brands require large volumes of content quickly. Parallel Pictures’ data shows AI-generated e-commerce imagery can cut production costs by up to 70%, while campaign work saves about 50%. Assemota describes luxury brands’ AI use as cautious experimentation, partly driven by competitive pressure and a fear of missing out (FOMO). This year’s notable AI fashion campaigns include Valentino’s DeVain handbag project (December 2025), Jil Sander’s AI-assisted imagery (February 2025), MCM Worldwide’s AI-generated campaign extensions (spring 2025), Burberry’s AI-supported digital storytelling (2025), and scaled but rarely disclosed AI use in luxury e-commerce by brands like Hugo Boss and Peek & Cloppenburg. Video content is lagging behind, as AI-generated video struggles with maintaining product accuracy during motion, leading to distortions unacceptable for commercial use beyond brief clips. Assemota expects AI experimentation to continue into 2026 but within clearer limits. She foresees AI supporting, extending, and scaling creative output without fully replacing traditional content production or becoming the primary focus.