AI can make almost anything look perfect but perfection has never been the same thing as authenticity. When brands rely too heavily on AI, something important can get lost. Fashion has its own version of the problem because the industry has always been built around human creativity, from models and photographers to stylists, make up artists, designers and art directors. When brands start generating the people in their campaigns too, the question becomes bigger than whether the image looks convincing. It becomes a question of what happens when the people disappear from an industry built around people.
As Pakistani brands increasingly turn to AI for advertising, the question isn’t whether it can make campaigns faster or cheaper it’s what we lose when brands replace human creativity, real people, and authentic storytelling with something generated by a machine.
Zong 4G: ICC Champions Trophy Campaign. Zong 4G used generative AI to produce a television campaign for the ICC Champions Trophy, incorporating AI-generated visuals and storytelling into its advertising.
TRESemmé Pakistan : #PersonalizedPerfection
TRESemmé used AI-driven technology to create personalized hair-care recommendations and videos for consumers through WhatsApp, with celebrity Kubra Khan featured in the campaign.
Humayun Alamgir — “Sands in Style”
Humayun Alamgir used AI-generated virtual models and backgrounds in its “Sands in Style” fashion campaign, while photographing the actual clothing and digitally placing the garments into AI-created visuals.
The problem with AI in advertising is not that it can create something beautiful, because it clearly can. The problem is when brands use it to remove the people, places, processes and experiences that made their marketing meaningful in the first place.
AI should make creativity more powerful, not make creativity less human. There is a difference between using AI to help tell a story and using AI to manufacture a story that never happened, and consumers are becoming increasingly aware of that difference.