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 Instagram and X accounts. The images, depicting stylized scenes including a woman in a fur coat in a restaurant, figures against a night sky, and a sports car, were labeled 'Created with AI' and appeared alongside traditional campaign photography. Users on Instagram and X debated whether AI-generated imagery is compatible with a luxury brand's claims to craftsmanship. Gucci had previously released an AI-generated video in December 2025 showing a model walking a runway while photographers fell behind her, and in July 2023 had collaborated with digital artists on generative and AI-assisted NFT artworks auctioned through Christie's.