Mango has implemented AI models in new fashion campaigns, but some have questioned whether it should be classed as false advertising.
The Spanish brand piloted generative AI models in July, creating the Sunset-Dream campaign aimed at teenagers, before going on to release another AI-generated ad campaign this month.
It was a move that formed part of Mango's Strategic Plan 2024-2026, which, according to the brand's press release, 'aims to create value through technological development, data management and operational excellence.'
Mango believes the move demonstrates its commitment to innovation, adding that the brand is a pioneer in the fashion industry.
'This initiative reflects our continued commitment to innovation and being on the cutting edge in the fashion world,' Jordi Alex, Chief Information Technology Officer at Mango, said
He added: 'Artificial intelligence is a technological revolution that presents great opportunities that should act as a co-pilot to extend the capabilities of our employees and further amplify our creativity. Because technology will either make us more human or it won't'.
However, despite the brand's claims, others have taken an alternate view of Mango using AI avatars to model clothes, claiming it should be considered 'false advertising'.
Marcos Angelides, the founder of a London-based marketing firm, raised the question on TikTok: 'Is it false advertising because the models... don't actually exist?'
Mango released its first campaign generated entirely using artificial intelligence for the limited-edition Sunset Dream collection of the Mango Teen youth line in July (pictured) before going releasing a second AI ad campaign in November
The brand has claimed that by favouring generative AI models over humans, it can produce content quicker, according to Business of Fashion.
Chief executive officer Toni Ruiz explained to the publication that the clothes are genuine and available to purchase, adding that a key benefit of generative AI is 'faster content creation'.
Not only do AI models allow for quicker timescales, but they cost a fraction of what human models would cost. While it threatens the modelling industry, the company hopes to double its 640 employees in the US by 2025.
Mango also flags to customers when AI is used on some images with a notice.
MailOnline has contacted Mango for comment.
However, some consumers are finding fault with the change. TikTok user Marcos Angelides questioned whether the advertising industry should rethink its false advertisement rules in relation to AI models.
He said: The fashion brand Mango has replaced models with AI, and it raises a really important point about false advertising.
'So, if a mascara brand uses fake eyelashes in an ad, they'll get in trouble, but if a pizza brand uses glue to make the cheese look gooier, it's just seen as pop design, so the rules are really inconsistent.
TikTok user Marcos Angelides (pictured) questioned whether AI ad campaigns should be classed as false advertisement
'But the growth of Gen AI is going to force the advertising industry to redefine these definitions because if Mango releases an entire ad campaign generated by AI, how do we view this?
'Is the text simply a creative tool, like applying Photoshop or just a lens to the ads?
'Or is it false advertising because the models and the clothes they're wearing don't actually exist. Right now, nobody knows.'
Viewers took to the comment section to share their thoughts. One said: '100 per cent false advertisement.'
'No, models, photographers and all the other humans need jobs,' a second viewer added.
A third wrote: 'I want an AI blocker like ad blocker so I can choose what I want to see across all sites, trading standard.'
A fourth questioned: 'I wonder how they manage to get the clothing details right; can AI do that now? I would expect patterns and seams and details to be off. Also makes it hard to judge sizing.'
It comes after Coca-Cola met backlash after using AI to create itsmuch-loved 'Holidays are Coming' advert.
Viewers took to the comment section of Marcos' video to share their thoughts, and some were unimpressed
First aired in 1995, the ad shows the soft drink giant's red delivery trucks emblazoned with lights making festive deliveries through a snowy landscape.
Ever since, variations of the promo have arrived in the weeks leading up to Christmas - but now the company has made the biggest change yet.
The new 16-second ad for 2024 has been developed solely using AI, meaning all the 'actors' are not real people and none of the shots were filmed on location.
While the firm claims the new commercial was an 'efficient' way of saving time and money, fans are not impressed.
Many have taken to X (Twitter) to slam the ad, calling it 'garbage', 'ugly' and 'too niche', while calling the multi-billion-dollar corporation 'lazy'.
One X user posted: 'Just saw an AI generated Coca Cola commercial on tv... Genuinely how are we letting this happen.
'I feel like I'm watching the death of art and our planet unfold in front of my eyes and no one irl [in real life] seems to care.'
