In 2014, Aerie made a promise to shoppers that it could now not retouch fashions’ our bodies in its advert campaigns, a broadly praised transfer framed below its ongoing “Aerie Real” motto.
Ten years later, that phrase has a brand new that means for the American Eagle-owned model, which introduced earlier this month it could not use AI-generated imagery in its advertising and marketing, whether or not it’s the fashions it casts in campaigns, creators it’s partnering with and even the music that soundtracks its adverts, guaranteeing all their content material can also be created with out AI.
“It’s a refresh of the commitment we made 10 years ago, so it’s a no-brainer for us,” mentioned Stacey McCormick, Aerie’s chief advertising and marketing officer. “We’re just going to evolve that into making sure that there’s a trust and understanding that you’re seeing the real thing.”
With AI capabilities advancing seemingly by the day, manufacturers are confronted with a significant conundrum: To use it or not?
While most have left that door open for now, an growing quantity are taking a firmer stance. For Aerie, the choice largely received reward (although some commenters critiqued the model’s alleged lack of physique range in promoting) and allowed them to enchantment to Gen-Z shoppers which are cautious of the know-how’s fast adoption.
Embracing the know-how, in the meantime, is often met with something from apathy to ire. H&M was certainly one of the first to announce its use of digital twins of fashions in its advert content material. While the fashions in query retain full rights over how their picture is used, the response to the choice was blended, with many lamenting the attainable lack of jobs for not solely the fashions, however others concerned in picture shoots, together with hairstylists, make-up artists, photographers and extra. But maybe in an indication of shoppers’ rising acceptance, some are additionally warming as much as the thought: When Vans and Valentino dropped an AI-generated marketing campaign final month, for instance, the response was muted.
Those which are embracing AI see its adoption as inevitable. They’d quite be on the innovative than left behind, even when there’s reputational threat in the present second.
“AI will intersect with almost everyone in one way or the other, and we want to take a curious approach to explore what it can add to any creative process of ours,” mentioned Jorgen Andersson, chief inventive officer for H&M, in an e-mail.
Evolving Brand Identity
For some manufacturers, AI is a chance to reimagine their heritage for the new technology. Italian trend home Fiorucci, for example, is utilizing AI to replace its picture in the midst of a model repositioning.
“If you understand Fiorucci from the ‘70s and ‘80s, it was a brand that always embraced innovation, where new creativity emerged and sparked,” said Paula Barrera Fermin, the brand’s newly appointed chief advertising and marketing officer. “And so it felt like a natural progression to find the ways and the channels that marketing, or content, is innovating with, AI being one of them.”
For its first stab at producing AI-generated content material, launched on the model’s social media channels on Wednesday, Fiorucci partnered with Milan-based AI artist Black Elephant to create a spin on current pictures the model had shot for the relaunch of its Nineteen Eighties Love Boots — showcasing surreal takes on the boots as the legs of a chair or as a phone.
Not solely did working with Black Elephant give the model the alternative to reinvent itself for each a brand new buyer, but in addition to generate contemporary pleasure amongst its authentic viewers whereas concurrently tapping into its core DNA. One of the model’s key values, mentioned Barrera Fermin, is partnering with with rising expertise — Fiorucci’s pair of angels, for example, a key image for the model, was designed by an up-and-coming artist in the Seventies.
“It’s not about being precious about your codes, because some AI campaigns can really lend themselves to reimagine the codes in a really clever way, and it’s how our founder would have done it,” she mentioned. “He would have found some young AI artist.”
Bolstering Human Creativity
AI will also be an outlet for testing completely different ideas and studying extra rapidly, which is environment friendly not just for smaller manufacturers like Fiorucci, but in addition mega corporations like H&M.
“More images and content are created than ever before, with customers expecting uniqueness in any channel they visit such as Instagram or TikTok,” mentioned H&M’s Andersson. “AI is a tool that can enhance the creative processes for us.”
But human creativity nonetheless lies at the core of any profitable AI initiative, particularly in promoting, to generate campaigns that really feel “three dimensional,” mentioned Barrera Fermin. To be capable of efficiently generate AI belongings, manufacturers have to be very considerate about the transient and human artistry that goes behind them — and due to this fact practice groups accordingly.
“It’s not all completely computer generated with no brief and just happens at the snap of a finger,” mentioned Barrera Fermin. “That’s a misconception … I imagine a future where there will be entire teams dedicated to managing the briefs around AI.”
For the manufacturers that aren’t utilizing AI as a part of their inventive course of, however quite to streamline issues on the again finish, additionally they stand to profit from time financial savings that enable them to deal with the “hands-on” inventive course of, mentioned Aerie’s McCormick. While they could have much less flexibility in rapidly experimenting with novel ideas, if a model’s advertising and marketing strategy is centred on the actual individuals carrying their garments, like Aerie, it might not be a lot of a missed alternative — particularly in the event that they keep away from alienating their clients in the course of.
As extra manufacturers take a stand in every path, they’ll want to think about find out how to talk their choice to their viewers transparently about the how and why behind AI’s position of their advertising and marketing processes, which is essential to preserving belief.
“For the consumer, on the other end of it, knowing where the brand stands is important,” mentioned McCormick.