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Generative AI is rapidly spreading, and as Austin-based photographer and DP Cassandra Klepac<\/a> recently discovered, AI is coming for beauty and fashion in a big way. <\/p>\n As The Mary Sue reports<\/a>, Klepac picked up a magazine, Beauty Authority, at the airport and found herself impressed with many of the apparent photos. When searching for photographer credits, what Klepac found instead were the AI prompts that someone associated with the magazine had used to generate the imagery. Not photos of real women, but AI-generated content. <\/p>\n What made the matter more disturbing to Klepac is that the article the images were illustrating were about cosmetic procedures and how they impact real women. <\/p>\n \u201cThis article is about beauty procedures. So, why are we using fake women to talk about real women\u2019s bodies? Why are we using AI-generated faces for this?\u201d Klepac asked in a viral Instagram Reel with nearly 150,000 likes. <\/p>\n \u201cDo you trust this information when paired with a fake face?\u201d Klepac continued. <\/p>\n \u201cAs a photographer who has photographed so many real people, mostly women, women who feel like they\u2019re not photogenic, I love being able to get the trust of someone and get a photography that they really love, that they feel great in,\u201d Klepac continued. \u201cAnd this just feels off to me.\u201d <\/p>\n Although a professional photographer, Klepac seems less concerned about the impact this has on working photographers and more worried about the idea that publications are using AI-generated, fake people to illustrate real stories that affect real individuals. <\/p>\n In a very different approach, beauty and cosmetic brand Dove pledged<\/a> in 2024 to never use AI to \u201ccreate or distort\u201d a woman\u2019s appearance. Dove cited studies that showed the damaging effects of AI-generated beauty content on the mental health and well-being of girls and women. <\/p>\n \u201cIt says here in the article, \u2018Confidence is a feeling.\u2019 Confidence is not an AI-generated image that says \u2019emphasizing elegant proportions\u2019 and just writing, \u2018Full body portrait of a confident woman in her 30s wearing a sleek white bathing suit.\u2019 That\u2019s not confidence. This woman has never looked in a mirror. I have.\u201d <\/p>\n \u201cAm I overthinking this, or are we trusting health advice from AI-generated faces?\u201d Klepac concluded. <\/p>\n The reaction to Klepac\u2019s Reel overwhelmingly corroborates her concerns. <\/p>\n \u201cThe audacity of this magazine\u2019s editors is disgusting,\u201d writes Instagram user bellabellabellabee. \u201cHow dare they\u2026 Our kids need clean water, not AI-generated human experiences. Humans make art. AI makes death.\u201d <\/p>\n \u201cImagine if they didn\u2019t have list the AI prompt. You wouldn\u2019t have known if the photos were real or not. AI governance and policies need to happen. But your larger question still needs answering? Why?\u201d adds rynellealara.<\/p>\n \u201cAgree 100%. It\u2019s bad enough to retouch photos so models look even more beautiful, plus it feels lazy to use AI when I\u2019m pretty sure there\u2019s at least 5 models out there looking for work,\u201d writes kellyphdca. <\/p>\n Speaking of actual fashion models, just two weeks ago, PetaPixel reported<\/a> that fashion model Francheska Pujols filed a lawsuit against a clothing retailer for putting images of her, which were shot against a plain background, in front of AI-generated backdrops and using AI to change her poses. The model alleged that the AI images, which were significantly different from the real photos modeled for, harmed her professional reputation and misappropriated her likeness. <\/p>\n It isn\u2019t just relatively unknown fashion brands that are guilty of using AI in ways people dislike. Last summer, Swedish clothing company H&M rolled out AI-generated clones of models<\/a>, which the company called \u201cdigital twins.\u201d As expected, it proved polarizing. <\/p>\n It\u2019s one thing to use AI to sell clothes<\/a>, and photographers understandably<\/a> don\u2019t care for that very much. It\u2019s another to use AI to generate fake people as part of a story about how cosmetic procedures affect real people. <\/p>\n Image credits:<\/strong> Cassandra Klepac (@cassandra.klepac<\/a>) <\/p>\n <\/blockquote>\n