The Biggest AI Ad Snafus of 2024 So Far

The controversy: The announcement triggered a social media uproar, leaving people wondering why the brand wouldn’t just hire more diverse models and calling the decision “lazy” and “problematic.” Others warned that AI-generated models would deprive the BIPOC (Black, indigenous, and other people of color) community of job opportunities.

Analysis: “While Levi’s has been at pains to stress that it is still photographing with real models, this is an example of AI use for efficiency that could easily backfire,” said Ostler. “Using AI-generated models could be seen as a lazy and deceptive way to achieve diversity.”

More so, gen AI imagery could propagate harmful, stereotypical associations involving race, gender, and ethnicity, said Greene.

“In addition, this may affect the employment of diverse models who have worked hard to gain a place in the industry,” Greene added. “The ability to use gen AI to create realistic, diverse models for advertising is at the intersection of two key conversations happening right now—concerns around job loss and the importance of diversity and inclusion in advertising.”