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Guess ad in Vogue magazine sparks controversy with its models

New AI generated "models" in a Guess ad campaign have drawn criticism after being featured in the August 2025 issue of American Vogue.

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The August issue of American fashion bible Vogue has caused quite a stir - it published a fashion story featuring a model who is not real. At first glance, it is a regular fashion campaign, but the small print reveals that the model was created using artificial intelligence. This move by Vogue magazine has sparked heated reactions on social media.

·Ljubljana, Slovenia
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Pure skin, not a gram too much, full hair – models often look perfect. Now, for the first time, the "Vogue" includes an AI model in an advertisement. Does that change something?

Some fear that this move will also negatively impact the livelihoods of photographers, makeup artists, and other creatives traditionally involved in creating a campaign.

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Good Morning America broke the news in United States on Friday, August 1, 2025.
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