Jeanswest has swiftly embraced artificial intelligence, much sooner than anticipated.

Recent Instagram videos feature AI-generated models showcasing digital renditions of Jeanswest’s latest fashion styles. Additionally, the brand’s website is filled with AI-produced images and videos.

Efforts have been made by 9news.com.au to reach out to Jeanswest for their perspective on this development.

A representative from the company informed the Sydney Morning Herald that artificial intelligence is just one of the numerous tools integrated into their creative process. They emphasized the brand’s commitment to maintaining authenticity and relatability.

Currently, the product photos displayed on the Jeanswest website do not seem to be altered or created by AI technology.

Consumers have voiced frustration and disappointment with the brand’s heavy use of generative AI on social media, calling it “garbage”.

One comment on an AI video on the Jeanswest Instagram page called for the people responsible for approving the clip to be fired.

On TikTok, an Australian user called content on the brand’s website “AI slop”.

”At the moment, there are a lot of brands trying to use AI and using it in a really clumsy way that’s getting a lot of ridicule,” consumer psychologist, creative strategist, and Thinkerbell founder Adam Ferrier previously told 9news.com.au.

But AI can be a powerful marketing tool when used well and Ferrier said it will become more common in advertising as brands become better at using it.

University of Sydney Business School lecturer and consumer psychologist Dr Christina Anthony said it’s likely that consumers will not react as strongly to AI ad campaigns as they become more normalised.

“And most brands won’t abandon generative AI as the efficiencies are too valuable,” she previously told 9news.com.au.

Instead, they’ll work towards making AI content that feels more authentic and human-centred – so much so that it may become undetectable.

Though consumers seem to have spotted Jeanswest’s clunky AI content without any issue, future generative AI ad campaigns made with rapidly improving technology will likely be harder to identify.