Men’s wear company Teddy Stratford is using artificial intelligence technology to generate realistic models and backdrops for its advertising campaigns, significantly reducing production costs while expanding representation. The New York-based brand’s latest ad features a crisp summer shirt modeled by an AI-generated figure against an AI-created urban setting.
Founder Bryan Davis explained to CBS News that incorporating AI allows the small business to produce professional-quality images without the expense of hiring models, photographers, or securing shooting permits. “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 said. He emphasized that the generated images appear highly realistic and not obviously artificial.
Davis also noted that AI enables his company to showcase its products with a diverse array of simulated models, representing different shapes, sizes, and ethnicities at a fraction of typical photo shoot expenses. This approach offers brands, particularly smaller ones with limited budgets, a scalable alternative to costly traditional marketing campaigns.
While Teddy Stratford embraces AI for its ads, other companies are publicly rejecting the technology. Apparel brand Aerie recently launched a campaign affirming its commitment to avoid using AI-generated people or bodies in advertisements, underscoring its focus on real, unretouched presentations. Similarly, diaper company Coterie has pledged not to use AI-generated content, stressing the importance of authenticity in parenting-related marketing.
Some industry professionals express reservations about AI-generated imagery. Photographer Chris Gillett questioned whether consumers will emotionally connect with AI-created figures, saying, “If I know those people are fake, I don’t think I am going to empathize with them.” He believes that as technology proliferates, brands promoting authentic human connection may gain consumer trust.
Why it matters
The use of generative AI in fashion advertising reflects a broader shift in marketing strategies, where cost efficiency and content diversity drive adoption. However, the trend raises questions about consumer trust, authenticity, and emotional engagement. How brands balance AI’s benefits with a demand for real representation could shape future advertising standards and consumer expectations.
Background
Generative AI tools, such as OpenAI’s ChatGPT and Google’s Gemini, have rapidly expanded beyond text to include image creation for commercial use. While traditional advertising often involves retouching and staging, AI’s ability to fabricate entirely lifelike models introduces new ethical and practical considerations. This technological development intersects with ongoing debates over authenticity in media and the impacts of digital innovation on creative industries.
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