Gucci is facing a backlash after using AI-generated images to promote its upcoming Milan Fashion Week show. The images, labeled “created with AI” on social media, have drawn criticism as “AI slop” — a term for low-quality AI-generated content flooding social platforms. Critics questioned how the tech aligns with the house’s claim of celebrating “creativity and Italian craftsmanship.” The controversy comes as Creative Director Demna Gvasalia prepares to present his first Gucci runway in Milan on Friday. Some observers suggest the campaign may be a deliberate provocation — less a reflection of luxury than a commentary on what luxury means in the AI era.

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