Nowadays, the use of AI in brand advertising is no longer a future trend, but rather a daily reality. An example of this is consumer complaints about clothing store Mango, which has been criticized for using AI-generated models that many claim are “misleading advertising.”
According to Statista data, in 2021, the value of the AI in marketing market was estimated at approximately $15.84 billion. The source also expected the value to rise to more than 107.5 billion by 2028.
Mango is criticized for using models generated by artificial intelligence
From ad personalization to real-time campaign optimization, AI has changed the way brands connect with their customers.
That’s what we’re seeing with a major fashion brand that uses digitally generated models for its clothing ads, which recently began facing backlash for this industry-disrupting practice, just as it launched another AI campaign targeting teens.
For Mango, which already has its highest revenue in 40 years, the addition of AI models last summer has “faster content creation,” CEO Tony Ruiz told Bloomberg last month.
TikTokker Marcos Angelides, who makes a video series about artificial intelligence in advertising, started a discussion about Mango’s practices in a clip with the hashtag #falseadvertising.
@Marcus Angelides We need to have a discussion about how to define false advertising. If a mascara brand uses false eyelashes in their ads they’ll have a problem, but if a pizza brand uses glue to look like melted cheese, that’s just prop design. The rules seem a bit inconsistent. The emergence of the new generation of artificial intelligence will force the industry to review these definitions. Mango has just released an entire campaign using Gen AI, but how will it be displayed? Is using this technique just a creative tactic, like Photoshop, or is it false advertising because the model and the clothes they are wearing are not actually real? Right now, no one is sure. #mangaoi #iaadvertising #False advertising #innews #Marketing_News ♬ Original sound – Marcus Angelides
He delved into the gray areas around the practice and weighed in on several commenters’ troubling thoughts.
“If a mascara brand uses false eyelashes in an ad, it’s going to get in trouble, but if a pizza brand uses glue to make cheese look stickier, it’s going to look like a pop design,” she told the camera. Rule sets.
Generative AI, used to create non-human models and ads, will certainly “redefine” how the industry should properly leverage this technology, Angelides said.
“Is text just a creative tool, like Photoshop, or just a lens for ads?” he asked.
“Or is it false advertising because the models and the clothes they are wearing don’t really exist?” “At the moment no one knows.”
Others expressed frustration that this could put people out of work. “Another batch of neglected creative work,” one user quipped.
Beyond ethics, buyers shared their biggest concerns about the quality of AI models in video comments.
“When I order clothes online, I look at pictures to see how the real thing looks on me. “AI pictures are absolutely useless,” one person commented, and another said the idea was “so wrong.”
Another wrote: “So what arrived is likely to be completely different, and I think that leaves them open to a lot of complaints.”
Angelides responded to that comment, noting that there are consumer protection laws, “and that includes buyers who expect products to reflect advertising.”
Legal or not, several TikTok users have suggested a way for customers to take back some control and hold companies to consumer standards.
“Just don’t buy from Mango [hasta que] “Stop this,” one commented while another called for a “boycott.”
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