AI models may be cheaper than real humans but consumers still prefer a living person, and one clothing giant brand is finding that out on social media.

 

Renowned fashion brand Nishat Linen is facing heat online after it unveiled its Autumn/Winter 2025 collection using an AI-generated model instead of a real human.

 

While the brand hoped to present a modern, tech-forward image, the move has sparked criticism from fans and social media users who say the approach feels "disconnected" and even "creepy."

 

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The campaign, which features a hyper-realistic AI model wearing Nishat's new designs, quickly caught attention but not for the right reasons.

 

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"Show what you’re selling on actual humans. The digital articles are only for the free download, not meant to be purchased by real humans," wrote one Instagram user. Another added, "If you're using so much less money on campaigns, then the prices gotta be so much cheaper."

 

 

 

In response to the criticism, Nishat acknowledged the feedback, saying, “We understand the importance of seeing products on real models to get a true sense of their look and feel. We’re continuously working to provide authentic experiences while exploring new creative approaches. Your input is valuable to us as we strive to improve.”

 

Still, that hasn’t stopped the conversation online. Some called the move "embarrassing," while others mocked the brand for what they perceived as a budget-cutting tactic disguised as innovation. “Let’s use AI with our huge budget, such a big brain moment,” one user quipped sarcastically.

 

 

 

 

“Stop using AI, isko dekh k logu ka instant dil mr jata hai. 99% people AI cheezu ko pehchan b lety hain and foran skip b kr dety hain,” one user agitatedly said. While another added: “Kinda surprised seeing such a big brand using AI.”

 

 

 

One simply requested: “Please don’t use AI…”

 

“This merely seems a tactic to save money on actress and models and that too being a top brand. If you don't want to pay lacs to actresses then at least hire some commoners or struggling/newbies than using AI. Hope so this feedback helps,” one user suggested.

 

 

Nishat isn’t alone in experimenting with AI in marketing. A growing number of fashion and retail brands are turning to artificial intelligence tools to create ad campaigns.

 

Globally, brands like Zalando, Levi's, and Balmain have tested or implemented AI-generated models in recent campaigns. Even Cosmopolitan published an entirely AI-generated magazine cover using OpenAI’s tools in 2023.

 

Meanwhile, tools like Midjourney, Runway, D-ID, and Sora (OpenAI's video generation model) are being used to generate everything from fashion videos to catalog stills with minimal human involvement.

 

In 2024, Coca-Cola also faced backlash online over an artificial intelligence-made Christmas promotional video that users called “soulless” and “devoid of any actual creativity.”