Skechers is under fire after its AI-generated advertisement in the December issue of Vogue was called out by TikTok influencer Laura Palmer, igniting widespread criticism for its poor quality and the growing role of AI in art.
The print ad, which initially appeared to showcase two fashionable women, quickly fell apart upon closer inspection.
Palmer pointed out glaring flaws like blurry text, disintegrating clothing, and undefined faces — not to mention the two women were wearing heels and the actual Skechers shoe being advertised were just pasted to the side.
This led her to condemn the use of AI in the ad, even promising not to buy Skechers ever again.
Palmer's video went viral, with many viewers agreeing that AI-generated art undermines human creativity.
@polishlaurapalmer FUGLY
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The Skechers backlash reflects a growing consumer wariness about AI's role in creative executions.
Beyond the aesthetic concerns, AI's environmental impact has also raised alarms, with predictions that by 2027, AI’s energy consumption could match that of a small country.
Skechers' ad placement in Vogue — a magazine known for its high standards — has also made the issue feel even more pronounced, highlighting the disconnect between AI technology and the expectations of fashion-savvy audiences.
Growing Concerns About AI in Advertising
As AI continues to permeate advertising and design, companies like Skechers may face increased scrutiny over the quality of AI-generated content and its impact on both consumers and the environment.
The controversy signals a broader conversation about the future of creativity in the age of automation.
Skechers joins a list of companies that have faced criticism for using AI in their campaigns, with some accusing brands of prioritizing cost savings over quality.
Coca-Cola is a prominent brand that faced backlash for relaunching its iconic "Holidays Are Coming" commercial using generative AI.
