Gucci deployed AI-generated images to promote its PRIMAVERA show at Milan Fashion Week 2026, sharing them on Instagram and X with explicit 'Created with AI' labels.

In February 2026, ahead of creative director Demna Gvasalia's debut runway show, Gucci posted a series of generative AI images to its official social media accounts. The images — depicting stylized scenes of wealth and Milanese life — were labeled 'Created with AI' and appeared alongside archival photography. The campaign drew significant public debate about whether a luxury brand should use AI image generation instead of human photographers and models. Gucci had previously released an AI-generated video in December 2025 depicting a model on a runway with photographers stumbling behind her, and had earlier collaborated with digital artists on AI-generated NFT visuals auctioned through Christie's.