Gucci just proved why luxury brands shouldn’t use AI

What are the hallmarks of a luxury brand? Exclusivity, artisan craftsmanship, and a high price tag to match. But iconic fashion house Gucci may have just learned the hard way that advertising can undermine all those qualities—especially if it’s made with artificial intelligence.

On February 23, Gucci started posting promotional images for its upcoming Primavera Fashion Show in Milan, its first show under new creative director Demna. The first few photos were inoffensive—Michelangelo’s David statue...