Two Recent GenAI Controversies Highlight Brand/PR Risks of Use
Two recent stories highlight how the use of AI can create challenges around perception and trust. The first involves Will Smith. In a promotional video for his summer tour, fans noticed strange distortions in the crowd shots, with blurring and extra fingers leading many to believe the entire audience was generated by AI . Smith later clarified that the crowds were real, filmed at festivals in France, Switzerland and Belgium, but that AI was used to animate and enhance some still images. The result left many viewers unsettled, sparking debate over authenticity. The second story involves J.Crew. The brand posted retro-style campaign images on Instagram that were later revealed to be AI-generated . Observers pointed out visual glitches—unnatural shadows, distorted feet and inconsistent details—that gave it away. Initially, J.Crew did not disclose the use of AI, later crediting a digital artist, but by then the backlash had intensified. Critics accused the company of creating “AI slop...