Should brands jump on the new ‘squish’ AI trend?

With internet trends now peaking and fading weekly, brands are getting smarter about which fads to jump on. One phenomenon dominating screens right now is the ‘squish effect,’ an uncanny visual trick made popular by Pika AI’s image manipulation tool, which allows users to crush, squish, melt, or inflate any uploaded photo. The results are unsettlingly bizarre and have caught the attention of brands looking to cut through online noise with surrealism. However, while AI visuals can deliver quick engagement, ongoing debates about the tech’s impact raise the question: could it risk diluting a brand’s image? In other news this week, virtual influencers are back on the map for Puma. But after failing to make a splash with consumers last year, is it a case of second-time lucky? Cult Gaia taps Pika ‘squish’ AI trend What happened: LA-based independent label Cult Gaia has tapped the internet trend du jour for its latest bag campaign. Posted on Instagram on Friday, the brand deployed popular app Pika AI to transform a selection of its bags into ‘squishy’ objects, accompanied by ASMR-style audio. So far, the post has garnered 10,800 likes, with users flocking to the comments to claim the video as “satisfying.” The verdict: A trend that gained momentum earlier this month, Pika’s AI-generated squish effect is taking the online world by storm. On TikTok, there are currently 68.3 million posts under the term “Squish AI trend,” highlighting its cultural impact. As a brand known for embracing emerging tech, it makes sense for Cult Gaia to join the hype. Earlier this year, the label launched its own Web3 membership program. Surrealism in marketing has also proven fruitful for brands looking to break through the crowd, from Jacquemus’ CGI stunts to Boss’ 33-feet holograms. However, the ongoing debate over AI’s ecological and ethical ramifications has divided opinions about brands deploying the technology. Is it worth the easy clicks and engagement, or is there too much at stake to jump onto fleeting AI trends? Puma unveils its own virtual influencer, Laila What happened: Sportswear label Puma has revealed its latest brand ambassador: a virtually rendered human named Laila. Created in development with digital-first lead agency Loop, Laila, a sporty 21-year-old Moroccan influencer, was designed to help Puma “inspire, engage, and connect with online communities.” So far, she has amassed 11,500 followers on Instagram and regularly posts photos of herself wearing products from Puma’s real-life collections. The verdict: Despite studies indicating notable interest in virtual influencers and their value in retail, the category has struggled to land with the masses. Nevertheless, AI-powered characters can be a highly flexible tool and a direct data source for brands tracking digital engagement. But the trend also raises ethical concerns: can brands stay authentic using AI personas, and are they sidelining human creatives in the process? Jaden Smith’s Harper Collective launches virtual store What happened: Harper Collective, the sustainable lifestyle travel brand co-founded by Jaden Smith and Sebastian Manes, has partnered with the French tech company The New Face on an interactive 360-degree online world to bring PS5 graphics to immersive e-commerce. The virtual space invites users to watch artisans craft Harper Collective’s eco-conscious luggage and dive deep into the brand’s commitment to sustainability and craft. The verdict: Co-founded by Hollywood scion Jaden Smith last year, UK-based Harper Collective, which specializes in high-end luggage, aims to establish an innovative, economically effective production model for the travel accessories sector. Facing intense competition in the physical market, the brand’s move into virtual shopping could help set it apart. According to a report from virtual store developer Obsess, immersive experiences are among companies’ top three investment priorities. Meanwhile, Coresight reports that 88% of retail decision-makers who have invested in virtual stores have experienced an uplift in sales following their launch. Additionally, 67% have seen an increase in new customers, and 77% have reported more clicks to product pages.

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Should brands jump on the new ‘squish’ AI trend?