Italian luxury brand Valentino is under fire after releasing an AI-generated campaign for its new DeVain handbag, drawing complaints on Instagram that the visuals were “lazy,” “cheap,” and “disturbing.” The video, labeled as AI-made, splices surreal imagery with Valentino logos and morphing bodies, prompting criticism that the house is prioritizing efficiency over artistry. “People hold expensive brands to a higher standard,” said Getty Images executive Rebecca Swift, noting that transparency about AI use didn’t temper the backlash. Cultural strategist Anne-Liese Prem said audiences perceive AI in a brand’s visual identity as cost-cutting, mirroring recent criticism of H&M’s AI “digital twins” and an AI Guess ad. The controversy underscores luxury’s broader challenge: cutting costs with generative tools without eroding the human touch that underpins brand equity.
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