Artificial intelligence is revolutionizing the fashion, media, and creative sectors by altering how content is produced. AI-generated designs, including magazine layouts and deepfakes, challenge traditional concepts of authenticity and ownership. The question now is whether the loss of discernment in these areas drives progress or undermines trust in what we see and value.
This conversation about AI’s place in creative fields has evolved significantly. Two years ago, critics dismissed AI-generated art as subpar, too easy to identify, and harmful to the environment. Yet, with the rise of tools like GPT-5 and Dall-E, distinguishing AI creations from real-world images has become a challenge, even for experts.
Artists and creators are now rethinking their stance. As AI integration continues to grow, brands are embracing it more openly. For instance, the August 2025 issue of American Vogue featured a double-page Guess ad completely created by AI, prompting intense reactions across social media. Some fans, especially after the departure of Anna Wintour, declared the magazine “dead,” criticizing the ad for being artificial in both style and substance.
AI’s role has expanded further, as seen in i-D’s September issue, which featured a deepfake video of a baby. The issue raises ethical questions about the use of children’s likenesses in AI-driven content. Without the ability to consent, is it ethical to use a child’s image, even for non-harmful purposes?
In a conversation with cultural critics, some celebrities voiced concerns about AI. Nan Goldin urged caution, while Mindy Seu, author of the Cyberfeminism Index, pointed out that AI tools themselves aren’t inherently evil—they are mirrors of the systems they arise from. The debate, however, remains whether the adults controlling these tools are fully aware of the consequences.
Recent controversies surrounding AI use include the case of Luigi Mangione, whose AI-generated likeness appeared in a Shein campaign, stirring backlash. These instances are reflective of the broader ethical dilemmas posed by AI’s infiltration into every facet of creative production.
Brands and influencers, too, are riding the AI wave. Mowalola and Barragan have used AI to produce visually stunning campaigns, and even artists like Solange have embraced AI-generated content. As AI becomes more mainstream, the question arises: Have these creators truly embraced AI, or are they simply oblivious to its impact?
Ultimately, the future of AI in creative fields hinges on acceptance. As AI becomes an inseparable part of the industry, we will continue to see human involvement at the heart of every project. The works we cherish, whether they are by painters, photographers, or musicians, will still carry a human touch, albeit with possible AI integration.
Reflecting on IBM’s 1979 manual, it emphasizes that computers, as tools, should not make independent decisions. They can simulate emotion but cannot feel it. The true responsibility lies with the people who deploy AI, ensuring it serves as a tool, not an independent agent. AI may simulate creativity, but human intent and emotion will always remain at the core.
As AI continues to shape the creative world, it is essential to distinguish between machine-generated work and the human vision behind it. The responsibility for ethical use rests with those who wield the technology, and understanding this difference will be crucial in maintaining accountability as innovation advances.
