Gucci's latest AI-generated ad has generated widespread discussion online.

These renderings, including a glamorous woman in a fur coat striding across a restaurant, a pair of models likened by some commentators to characters from "Grand Theft Auto," and stylish car scenes, were all posted on Gucci's social media pages, just before Creative Director Demna Gvasalia's first fashion show at Milan Fashion Week on Friday.

These images quickly sparked fierce criticism online, with some users calling them "cheap" and "slop"—a term often used to describe AI-generated content, implying low quality or mass production.

One Instagram user commented, "There's absolutely no need for AI, it's so tacky." Another wrote, "Exquisite craftsmanship reduced to a marketing gimmick." Another user, X, stated that AI made the brand look cheaper than TJ Maxx.

It should be noted that not all images in the "Primavera" campaign were generated by AI; other photographs were also included.

Brand experts point out that while some consumers perceive the AI-generated images as "cheap," Gucci's core reason for using AI is likely creative, rather than cost-cutting.

Blanca Zugaza Escribano, fashion and luxury strategy consultant at Metyis, stated in a media interview that Gucci's move aims to "position Gucci at the intersection of fashion, art, and technology."

She further stated that the application of artificial intelligence aligns with Gucci's consistent brand tradition of daring to experiment and push boundaries.

She added, "This symbolizes creative futurism, reinforcing the brand's relevance in a technology-driven world and enabling it to produce surreal, high-impact images that might be difficult to achieve using traditional methods."

In fact, this is not the first time the Italian luxury fashion brand has ventured into the field of artificial intelligence.

Earlier this month, Gucci partnered with Snapchat to launch an AI-powered interactive filter that allows Snapchat users to transform into characters from Gucci's "La Famiglia" collection. These "La Famiglia" are virtual digital characters created by Gucci specifically for the launch of a new collection.

Armelle Poulou, CFO of Kering (Gucci's parent company), stated during the fourth-quarter earnings call that the launch of the "La Famiglia" collection and its "related activities" are bringing Gucci back into the spotlight.

Such awareness-boosting initiatives are particularly important at this crucial juncture in the brand's development.

Among all brands under the Kering Group, Gucci experienced the most significant revenue decline, with its full-year 2025 revenue falling by 22% on a reported basis and 19% on a comparable basis.

Matthew Drinkwater, Director of Fashion Innovation at the London College of Fashion, stated that the luxury industry is traditionally rooted in "craftsmanship, heritage, and human stories."

He said, "If the way artificial intelligence is used makes it feel like it's replacing craftsmanship, then it has the potential to undermine the fundamental motivation for people to pursue their dreams."

It's worth noting that this is not the first time Gucci has been accused of diluting its brand image. While under creative director Alessandro Michele's leadership, Gucci embraced maximalism and striking logo designs, more than doubling its revenue between 2015 and 2022, it failed to keep pace with the shift towards "understated luxury."

In addition to collaborating with the mass market, the fashion house's clientele has become increasingly younger and more ambitious, with many appearing to have switched to other brands.

Gucci isn't the only luxury brand to face criticism for its use of artificial intelligence in marketing. Last December, Valentino's AI-generated advertising campaign for its DeVain handbag also sparked controversy.

"Destroying a fashion brand's legend isn't easy, but I can see you're determined," one Instagram user commented on Valentino's campaign at the time.

Elaine Parr, senior partner and head of consumer goods and retail at IBM EMEA, said that delivering positive technology experiences presents a greater challenge for luxury brands.

Parr added, "The current luxury market is challenging, with aspiring consumers spending less, sales hit, and 'you also need to deliver on the Lux brand's promise of staying true to tradition while remaining modern.'"

Drinkwater, director of the Fashion Innovation Institute at the London College of Fashion, said that luxury brands' Instagram comment sections have become "the most honest focus groups in fashion."

"Using AI in fashion almost always provokes some degree of anger," he added.

Drinkwater further stated that while artificial intelligence is more effective in supporting rather than replacing creative visions, the negative reaction to the Gucci AI ad "perfectly illustrates how quickly the conversation can shift when people feel that craftsmanship or human input is being replaced."