Fast-fashion and beauty giants like Zara, H&M, Zalando, and L’Oréal are adopting AI to streamline image creation, aiming for faster production cycles. Zara announced plans last week to use AI for new images of real models in various outfits, aligning with similar moves from H&M and Zalando for quicker image generation. L’Oréal revealed in June 2025 its use of Omi’s PhotoDrop tool for AI-created product shots.
However, using AI to generate entirely new models presents a different challenge than enhancing existing product images. Consumers are increasingly sensitive to manufactured content. Neha Mantri, CMO of Mention Me, notes that while AI visibility is growing, authenticity and trust are now critical battlegrounds for beauty and fashion brands. AI-generated influencers and assets risk backlash, even if they offer short-term efficiency, as consumers can distinguish between AI that aids discovery and AI that replaces genuine representation.
Mantri points to the fashion brand SheerLuxe, which faced negative reactions after introducing an AI "team member." This stemmed from the unsettling nature of near-human figures (the uncanny valley) and the perception that technology was displacing human roles. This is particularly concerning given the proven benefits of human advocacy. Brands with ambassador programmes report a 37% increase in customer retention. Furthermore, 78% of TikTok users have purchased a product after seeing a creator feature it. These figures suggest that using AI to replace human involvement risks undermining a strategy that already demonstrates strong returns.
Mantri suggests AI is most powerful when it supports teams behind the scenes, assisting with influencer identification or campaign performance analysis. For beauty brands, she argues the most effective strategy involves keeping real human advocates prominent while leveraging AI to free up staff. This allows teams to focus on what audiences value: authenticity, trust, and genuine connection.
