Guess Co-Founder
Defends Use of A.I. Model
Real Ones Won’t Ever Disappear!
Published July 30, 2025 4:20 PM PDT
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Updated July 30, 2025 5:40 PM PDT
In a world increasingly dominated by technology, fashion brand Guess is facing scrutiny for utilizing an A.I. model in their latest advertising campaign. Despite the backlash, co-founder Paul Marciano remains steadfast, asserting that human models will always hold a unique place in the fashion industry.
Marciano, known for his boundary-pushing approach, reminisces about how he introduced a bold red logo in 1985, contrasting it with the monotony of black and white designs at the time. Today, he views A.I. as a fresh frontier, describing it as the “new toy” in the fashion realm that piqued his interest.
Upon discovering an Instagram account run by A.I. marketing creator Seraphinne Vallora, Marciano was captivated by the realistic appearance of the A.I. model, which exuded classic Guess girl vibes. While he acknowledges that the use of A.I. may not be a permanent shift, he emphasizes that he will not cave to public pressure or backlash regarding this innovative approach.
Had to end the Vogue magazine subscription I’ve had for years because the latest magazine used AI models ??? In Vogue? AI models in Vogue? pic.twitter.com/vVZMiPEHkX
— julius 🩻LORDE SUMMER (@WEBBYMCGEE) July 23, 2025
Marciano stresses that Guess has an enduring appreciation for authentic models and has plans for upcoming campaigns that will focus solely on human talent. However, he also sees value in experimenting with A.I. and appreciates the new perspectives it can bring to the table.
This approach may bring relief to aspiring models, as landing a Guess campaign remains a significant milestone in a model’s career. Nevertheless, the move towards A.I. in fashion has sparked discussions about unrealistic beauty standards, particularly after Vogue featured an A.I. model, with many readers expressing concerns about the implications for the industry.
