Aerie takes a firm stance against AI-generated, retouched images

On October 9, Aerie launched its new campaign 100% Aerie Real, and with it, a self-imposed ban on AI-generated imagery and retouching on all brand assets and adverts.

Since 2014, the brand has taken a stance on staying real, a motto that commits to swimming against the industry’s AI-generated currents. Specifically in campaigns and creative projects, Aerie refuses to use AI-generated imagery, people, or bodies in any of their branding.

Rejecting AI in ads at a time when the trend is reaching momentous heights is a bold statement about values, marking where they stand to resonate with audiences who take the same position. It’s about what wearing Aerie should feel like: a celebration, for expressing one’s real self, for choosing to stay real.

The move is meant to honour the Aerie community’s confidence, reinforcing their trust in a brand who can be transparent with them. It’s a promise Aerie has stood behind for more than the last decade, being one of the first in the industry to stop retouching images of models.  

As AI-generated content begins to lead creative industries, Aerie is taking a direction the others aren’t right now. It’s what authentic customers deserve. Aerie is here for them, like they always has been.

The message is clear: your body, your likeness, the presence you have, is irreplaceable. And Aerie won’t let anyone tell you otherwise.