Guess, Vogue & AI: When Innovation Clashes with Brand Identity

The August issue of Vogue, which featured a Guess campaign with AI-generated models, sparked a wave of criticism.

Why? Because brands that built their image on authenticity, human beauty and a long-standing heritage suddenly replaced people with an algorithm.

The comments were flooded with statements such as ‘This is a betrayal of trust’, ‘False representation’ and ‘The values we pay for are being blurred’. And this is where the topic of trademark dilution comes in – protection against the dilution of a trademark, even if there has been no traditional infringement.

Because a brand is not just a logo or a product. It is reputation, emotions, authenticity. And when these foundations are undermined – even by your own decisions – more than just PR can suffer.

In a world where AI can create the perfect face, real trust becomes a brand’s most valuable asset. And that is why it is worth protecting – especially legally.