Skechers stays silent on AI-generated ad controversy

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

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