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Skechers stays silent on AI-generated ad controversy
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The use of artificial intelligence in advertising has sparked controversy as major brands experiment with AI-generated content, potentially risking consumer backlash and brand reputation.

Recent controversy: Skechers faces criticism over a full-page advertisement in Vogue’s December issue that appears to use AI-generated artwork.

  • The ad displays common AI generation artifacts including distorted faces, illegible text, and inconsistent clothing details
  • A viral TikTok video by content creator polishlaurapalmer brought attention to the apparent use of AI in the advertisement
  • Skechers has remained silent on the matter, declining to respond to media inquiries about the use of AI in their marketing

Technical indicators: The advertisement exhibits several telltale signs that point to the use of generative AI technology in its creation.

  • Background figures show facial distortions typical of AI-generated images
  • Text elements in the advertisement appear garbled and unreadable
  • One model’s dress shows unexplained structural inconsistencies common in AI artwork
  • The featured models aren’t even wearing the Skechers products being advertised

skechers ai ad fail

Market implications: Consumer sentiment toward AI-generated content appears increasingly negative, particularly when used by profitable companies as a cost-cutting measure.

  • A July study revealed that merely mentioning “artificial intelligence” in product marketing can negatively impact consumer perception
  • The Coca-Cola Company faced similar criticism for using AI in their holiday advertising campaign
  • Marketing professionals report internal conflicts over the use of AI versus maintaining quality standards
  • The trend represents a broader tension between cost efficiency and maintaining brand authenticity

Public reaction: Social media users and industry professionals have voiced strong opposition to the perceived low-quality output and ethical implications.

  • TikTok creator polishlaurapalmer stated the ad made her “hate” the brand and discouraged future purchases
  • Reddit users criticized the advertisement’s disconnect between its high-end aesthetic and the actual product
  • Industry professionals express concern about clients prioritizing cost savings over quality
  • The controversy highlights growing consumer awareness of and resistance to AI-generated content

Future trajectory: Despite mounting consumer skepticism, continued investment in AI technology suggests similar marketing approaches may persist.

  • The significant financial investment in AI development indicates companies will likely continue experimenting with the technology
  • The growing backlash could force brands to be more transparent about their use of AI in marketing materials
  • The incident raises questions about the balance between innovation and maintaining brand trust
Skechers Refuses to Comment on Ad With Signs of Lazy AI

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