Key takeaways on AI-generated models and images in beauty
- Fashion and beauty brands are adopting AI to speed up image creation.
- Consumers value authenticity and human engagement over AI-generated content.
- Over-reliance on AI risks backlash and long-term reputational damage.
- Human advocacy drives higher retention and proven ROI for beauty brands.
- AI works best behind the scenes—supporting teams, not replacing people.
Last week, Spanish fast-fashion retailer Zara announced it would use AI to create new images of real models in different outfits to speed up production, as part of an industry shift likely to have a major impact on fashion photography. H&M and Zalando had previously revealed similar plans to use AI for faster image creation.
In the beauty industry, back in June 2025 at the Vivatech show in Paris, L’Oréal announced it would use startup Omi’s PhotoDrop tool to generate AI-created product images.
But the move towards AI-edited models appears to be a step further into the unknown compared to AI-generated product shots. As consumers grow increasingly wary of what feels manufactured rather than human, what do beauty brands need to know about this potential cost-cutting exercise?
Neha Mantri, CMO of customer advocacy platform Mention Me, has worked with consumer brands including Charlotte Tilbury, Farfetch and Selfridges.
She notes that AI-driven brand visibility is accelerating across beauty and fashion, but trust and authenticity are becoming the real battleground for retailers.
The trust challenge: why authenticity matters
Mantri highlights that AI influencers and AI-generated brand assets risk backlash, even if they deliver short-term efficiency, as consumers are already distinguishing between AI that supports discovery and AI that replaces authenticity.
She believes AI-generated brand content often provokes strong reactions because audiences consistently respond better to genuine human engagement than to something artificially created.
“While these innovations can spark initial intrigue, that curiosity frequently gives way to scepticism, particularly when it appears that brands are opting for AI alternatives instead of paying real people for their work,” she said.
According to Mantri, a clear example was the fashion brand SheerLuxe, which faced backlash after introducing a new “team member” who was later revealed to be AI. “This reaction was driven by two factors,” she said. “First, people are often unsettled by things that appear almost human but not quite—a phenomenon known as the uncanny valley. Second, the move was perceived as a real job opportunity being displaced by technology, striking a nerve with a community that values authenticity and human creativity.”
Balancing AI efficiency with human connection
When brands lean too heavily on digital avatars, this type of AI usage can erode trust and create long-term reputational risk.
“That’s especially questionable given the proven value of human advocacy: brands with ambassador programmes see 37% higher customer retention, and 78% of TikTok users say they’ve purchased a product after seeing it featured by a creator,” said Mantri. “With results like these, cutting corners with AI risks undermining a tactic that already works.”
For Mantri, using AI isn’t the issue – it’s how it’s used. “For marketers, AI is most effective behind the scenes by supporting teams, identifying the right influencers, or tracking campaign performance,” she said. “For beauty brands in particular, the safest and most effective approach is to keep real human advocates front and centre, while using AI to free up teams to focus on what audiences care about most – authenticity, trust, and genuine connection.”
