This male model sporting a crisp summer shirt isn’t real. Will consumers care?
The innovative brushed twill shirt from men’s fashion brand Teddy Stratford showcases the sharp lines achieved through its exclusive “zip fit” technology. What makes this marketing image even more intriguing is the fact that it was created using artificial intelligence, from the model to the backdrop of the urban setting and boat.
Utilizing generative AI for advertising purposes is a trend that is gaining momentum among businesses, as it offers a cost-effective solution for producing a wide range of marketing content. Bryan Davis, the founder of Teddy Stratford, emphasized how AI has enabled his small business to generate high-quality images that would typically require a substantial budget.
“We don’t have to hire a model, we don’t have to hire a photographer, and the images we’re able to make are really on-brand, and elevate our look to where we want it to be,” Davis explained in an interview with CBS News. “And they are not obviously AI. They look really real.”
Courtesy of Teddy Stratford
Moreover, AI has enabled Teddy Stratford to target a broader audience without the need to hire a diverse range of models in terms of body shapes, sizes, and ethnicities.
“I can get a diverse crew of a dozen models that represent our brand well without going out and looking for people, coordinating with a photographer, or getting a permit to shoot on a rooftop,” Davis elaborated. “We’re not Calvin Klein — it’s not like we could go out and spend $50,000 or $100,000 on a photoshoot.”
“As a brand owner, it’s a huge win because we can show our product in a certain way, without spending money we don’t have,” Davis added.
The Importance of Authenticity
While AI technology offers remarkable capabilities through tools like OpenAI’s ChatGPT and Google’s Gemini, some brands are taking a different approach by emphasizing their commitment to authenticity and transparency by refraining from using AI-generated content.
Aerie, a popular intimate apparel brand under American Eagle Outfitters, recently launched a campaign featuring actress Pamela Anderson crafting AI prompts to create lifelike models, with a promise never to utilize AI-generated people or bodies in their advertisements.
On their website, Aerie explains the rationale behind their decision to steer clear of AI in their imagery.
“In 2014, we stopped retouching people and bodies. In 2025, we recommitted to never use AI to generate bodies or change the people and bodies in our images,” the brand stated. “You deserve REAL in every image, every store & every moment. We believe transparency isn’t a trend. It’s our promise to you. No retouching. No AI. Because REAL MATTERS.”
Joining the movement towards authenticity, diaper company Coterie also pledged not to create content using AI technology, emphasizing that “AI can’t change a diaper” in an Instagram post.
“Parenting is as real as it gets. We believe our content should be, too,” the brand affirmed.
Can AI Cultivate Empathy?
While advertising has a long history of presenting highly stylized images that often deviate from reality, the use of AI in marketing raises questions about its impact on consumer connection and empathy.
Chris Gillett, a professional headshot photographer, expressed skepticism about the ability of AI-generated people to evoke genuine empathy from consumers.
“I can look at an image of a happy couple, and I’m empathizing. But if I know those people are fake, I don’t think I am going to empathize with them,” Gillett remarked.
While AI-generated ads like those created by Teddy Stratford may appear incredibly realistic, Gillett pointed out that in certain campaigns, the ads may come across as “off” or “weird.”
Amidst the proliferation of AI-generated content, Gillett believes that consumers will gravitate towards brands that embrace authenticity by openly rejecting AI marketing.
“We’re so disconnected now as it is, because phones are a filter between us and other humans, and now we just made it worse,” Gillett reflected. “I have hope that human yearning for authenticity and authentic human connection will prevail and keep us from running completely off the rails with this stuff.”
