This is disruptive socially and in some ways economically.
Econ this submission by Vogue to the tech world is a submission to deep marketing. New term, “deep marketing”. It means it is not relatable to human beings.
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Use of an AI model in Vogue triggered this article but clothing retailers have been using AI models in their catalogs online for the past couple of years. The garment looks more appealing on a figure but the company saves the money of hiring an actual human model.
The difference is the quality of the AI picture. The Vogue AI model is superbly realistic while the catalog AI models are obviously AI.
Wendy
“The first AI model to appear in the pages of Vogue”?
I’ll bet it makes her mother very proud.
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There is a dehumanizing element of it.
When crafts are used to draw or photograph a model the artist humanizes their work.
The images are vacuous.
Not sure any money is saved. It might even cost more. While the model can be reused the public gets bored very quick. A month into one campaign is a long time. The second month people tune out. Been there seen that. That change your message NOW is at hyper speed online.
Snippet from the linked article.
The company has five employees who create AI models, and it can take up to a month from idea inception to the completed product. The pair say they charge anywhere up to low six figures for a client like Guess.
NOTE I know a lot of artists using AI. Just one artist can do this in ten minutes per image. Do not pretend this is special to spec. The law states there is no artist involved. There is something very wrong with the cited company’s production methods.
This was done by a friend in half a minute. He may have had to reject images for ten minutes to get this.
another half a minute or less.
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laff break
I have been laffing at women’s “high fashion” for decades. When was Vogue ever “relatable to human beings”?
Steve
Vogue is popular because millions of women strive for the fashions presented.
No one is striving to be computer generated.
The craft put into images by the human hand and eye leave a humanizing image people can also strive to create if they dabble in the arts or photography. They can relate to the perspectives of the creator. No one relates to the perspective of an AI work.
Aren’t the most popular movies overwhelmingly, a few people running around in a CGI universe? I have developed a theory: if a movie is offered in IMAX and/or 3D, it’s another CGI cartoon for kids.
Steve
I completely agree with you. The AI images are often vacuous. The AI models used in low-fashion catalogs (such as Lands End or on Amazon.com) aren’t meant to be high fashion. Before AI, the catalogs used to show just the image of a garment (such as a dress) on a white background. As a customer I would rather see the image on an AI model to see how it looks on a body (how long are the sleeves and hemline). This is the most recent dress I bought.
Amazon.com
The retailer’s AI image is completely different from Vogue, which shows high fashion looks that are meant to be spectacular and evoke emotions.
Wendy
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As a customer, I’d rather see how I’d look in the clothes. Google’s got an app for that!
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The problem with that is that the clothing is also AI. That makes you dependent on the curator of the AI image to be diligent in prompting the AI generator to create a realistic image of the garment.
—Peter
Thanks for the idea! I just tried it. It worked very well. The AI generated photo showed a feature that didn’t appear on the ad – a puffed sleeve. So it was a worthwhile exercise.
Wendy
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Sweet! It seems like an interesting app, I haven’t tried it yet.
Hopefully this isn’t the shirt you’re looking to buy.
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AI image, truly one small leap for mankind.