GUESS AI Creators: “AI Models Should Be Seen Like Paintings and Sculptures”

The creative team behind one of the most talked-about ads of the decade - GUESS’s headline-grabbing AI model campaign – have spoken out, telling hit podcast AI Haven’t a Clue. that AI imagery should be viewed like fine art, not a threat to human models.

The campaign, which replaced human models with striking AI-generated figures, became an instant viral sensation and sparked fierce debate about ethics, creativity and the future of fashion marketing.

Behind the work is Seraphinne Vallora, founded by two students-turned-entrepreneurs, Valentina Gonzalez and Andreea Petrescu. The pair say the process is far from simple.

“It’s not as easy as people think,” says Gonzalez. “The design stages are complex.”

Their creations caught the eye of GUESS co-founder and creative director Paul Marciano, who messaged them on Instagram - a message they didn’t notice for nine months.

“He said it’s fantasy and it was a beautiful thing to try as a visionary. He really is always starting trends.”

They argue that AI campaigns can stretch a brand’s budget further.

“For GUESS, we delivered thousands of images - multiple locations per look - compared to the traditional one-location shoot with  fewer shots,” Gonzalez explains.

The campaign has been controversial, with ethical questions raised about using AI models. Valentina doesn’t believe it’s an issue. “You don't compare yourself that much with something that's not real - you don't compare with a painting, you don't compare with a very good sculpture.”

“We’re working in an industry that already has this beauty standard set. We tried different types of beauty. People didn't respond to that. People responded to the type of beauty we do in our social media. The question is, why are they responding to that? Why aren't they responding to what they keep saying they want? But the moment you present what they want, they don't engage with it.”

They claim photoshoots are already creating a fake beauty standard. “You have to think about photoshoots. People say AI is unrealistic. Let's think for a second what a photoshoot involves. A makeup artist, lighting, editing, that's not real life. That's a fantasy world. A photo shoot is a fantasy world. Same thing as AI. If a brand approaches us, they're either going to hire a supermodel that looks perfect and edit her, or they're going to make a supermodel with us.”

The duo also reject the idea that AI spells the end for human models.

“I really don't believe any models will be affected and plus they can be introduced in the workflow. We can do digital twins and dress them in any clothes from any designers and be the stars of the campaigns themselves. So realistically, if they would welcome this technology, they would free up their time while campaigns are being done by us.”

You can hear the full interview on the podcast, AI Haven’t a Clue.