Using The AI Model, Mango Fashion Brands Reap Criticism

JAKARTA - Mango, a fashion brand from Spain, drew criticism after using artificial intelligence or AI models in his latest fashion campaign. However, some have questioned whether this move was considered an ad forgery.

In July, Mango began trying to use the AI model in a Sunset-Dream campaign aimed at teens, before releasing another AI-based advertising campaign this month.

This step is part of Mango's Strategic Plan in 2024 - 2026, which according to official information they aim to create value through technology development, data management, and operational excellence.

Mango claims that this step demonstrates their commitment to innovation. Mango also emphasized that they are pioneers in the fashion industry.

"This initiative reflects our ongoing commitment to innovation and is at the forefront of the fashion world," said Jordi Alex, Mango's Chief Information Technology Officer, quoted by VOI from the Daily Mail page on Wednesday, November 20, 2024.

" Artificial intelligence is a technological revolution that offers great opportunities. It expands employee capabilities and further increases our creativity. Because technology will make us more humane, or not at all," he continued.

According to a Business of Fashion report, Mango claims to prioritize AI models over humans. According to him, AI models can produce content more quickly.

Mango CEO Toni Ruiz explained that the clothes displayed in the advertisement are genuine and available for purchase. He also added that one of the main advantages of using AI is the creation of faster content.

Not only does it allow faster content creation, but the use of AI models is much cheaper than the costs that must be incurred for human models.

Although this threatens the modeling industry, the company hopes to double the number of their employees in the US by 2025, which currently stands at 640. Mango also notify customers if the AI model can add knowledge.

Even though Mango has made a statement, there are different views on the use of AI avatars to model clothes. Some people argue that this is considered a fake advertisement. Marcos Angelides, founder of a London-based marketing company, raised this question on TikTok.

"Is this a fake advertisement because these models... actually don't exist?" Marcos said.

Marcos Angelides questioned whether the advertising industry needed to review Mango's fake advertising rules regarding the use of the AI model.

"If a mascara brand uses fake eyelash in ads, they will get into trouble, but if a pizza brand uses glue to make cheese look more melting, it's just considered a pop design. So these rules are very inconsistent," he said.

"However, Gen AI's growth will force the advertising industry to redefine, because if Mango releases the full ad campaign generated by AI, how do we judge this? Is text just a creative tool, such as using Photoshops, or is it a fake ad because the models and clothes they wear don't actually exist? Currently, no one knows," he continued.

Marcos' statement made the audience on TikTok express their opinion in the comments column.

"100 percent of fake advertisements," commented the netizen.

"No, models, photographers, and everyone involved need work," said another netizen.

"I want there to be AI blocking such as advertising blocking, so I can choose what I want to see on all sites," wrote another netizen.

"I wonder how they got the details of the clothes right? Is AI able to do that now? I think patterns and stitches and other details will definitely be wrong. It also makes it difficult for us to assess the size." said the netizen.