Should we be labeling AI generated content in fashion?

The topic of labelling AI-generated content is everywhere right now. As more fashion brands start using AI models and AI-generated images, people are wondering: should we be telling shoppers when something was made with AI?

It seems like a simple question. But the answer isn’t so black and white.

At Botika, we help brands create high-quality on model product images using AI. So this conversation hits close to home. We believe transparency is important. But we also think it’s worth looking at the bigger picture before jumping to conclusions. Because if the goal is to help people know what’s "real" and what’s not, we need to first ask: real compared to what?

Fashion images have never been totally "real"

Let’s start here: most fashion photos you see online aren’t an untouched reflection of reality.

Clothes are pinned behind the back to make them fit better. Lighting is adjusted to flatter fabric textures and skin tones. Stylists choose every drape, fold, and accessory. Models are retouched—skin is smoothed, proportions sometimes subtly altered, colors corrected. And all of this happens before the image is published. None of it is labeled. And it never has been.

This is especially true when it comes to models themselves. The fashion industry has long relied on a narrow definition of beauty, with retouching used to reinforce it. From whitening teeth and smoothing wrinkles to completely reshaping legs or torsos, the idea of “real” has always been flexible. The result: highly curated images meant to inspire and sell, not necessarily to reflect everyday shoppers.

And yet, AI is suddenly expected to carry the full burden of honesty.

AI can help fashion be more real—Not less

Used well, AI has the power to expand what we see in fashion, not reduce it.

AI-generated models can be diverse in body shape, age, race, hairstyle, and look—without the logistical and financial barriers of traditional casting. That means any brand—not just the biggest names—can now showcase clothes on models who better represent real customers.

It also makes it easier for brands to offer authentic-looking visuals tailored to different markets and audiences. Want to show the same outfit styled for Tokyo, Lagos, and São Paulo? With AI, that’s suddenly accessible.

And this matters. Because what shoppers see impacts what they believe is for them. More diversity in models leads to higher engagement, more trust, and fewer returns.

What makes labelling AI generated content different?

We get it—AI feels new. And when something is new, it gets more attention.

According to research from Getty Images, around 90% of people want to know when an image was made using AI. That’s a big number. It shows that people care about what they’re seeing.

But here’s what we’re thinking: if we’re going to label AI content, shouldn’t we also talk about labeling everything else that’s been adjusted?

If a model’s waist was slimmed, or their skin smoothed, or the background completely replaced—shouldn’t those edits be disclosed, too? Or is this only about AI?

Let’s talk about the real checks and balances

Before we rush to over-label or stigmatize AI, we should recognize something important: Consumers already have power—and they’re using it.

If images mislead, shoppers return the product. If a brand uses AI in a way that feels deceptive or out of touch, people speak up—fast. Social media has made it easy to call out brands, question authenticity, and demand better. The backlash can be swift, and it hits where it hurts: conversions, loyalty, and reputation.

In a way, that’s a good thing. The market already has a built-in honesty check. If the photos don’t match reality, shoppers will know. And they’ll make that known, too.

Examples of fashion brands labelling AI generated content

AI isn’t a future thing. It’s already here.

• Mango labeled every AI-generated image in a recent campaign.
• Desigual launched a collection featuring synthetic models, and was open about it.
• H&M announced plans to use digital models and said they want to stay transparent.

Some brands are choosing to be open—not because there’s a rule, but because they think it’s the right move. And even then, they still get criticism. Some shoppers want bigger labels. Others don’t care. And many can’t even tell what’s AI and what’s not.

Which brings us back to the bigger issue: there’s no playbook yet.

What does the law say?

Right now, there’s no global rule that says brands have to label AI-generated content.

But the conversation is moving. In 2024, the European Union passed the AI Act, which includes rules that will require clear labeling of AI-generated content. Enforcement hasn’t fully kicked in yet—but it’s coming.

Elsewhere, including the US, it’s still murky. Some platforms and regulators are talking about guidelines. But for now, it’s mostly just debate.

What we think at Botika about labelling AI generated content

At Botika, we believe AI is a tool—and like any tool, how you use it matters.

We’re here to help brands create stunning, on-model images that reflect their products, values, and audience. If a brand wants to label their AI content, we support that. We even offer ways to help communicate it clearly.

But we also believe this: AI shouldn’t be held to a higher standard than traditional retouching or model curation.

Fashion images have always been edited, styled, lit, and enhanced. That’s not deception—that’s commerce. The key is that the final image reflects the real product, not whether the model was human or AI-generated.

What actually matters to shoppers

Shoppers want to know what they’re buying, not necessarily how the photo was made. If an AI-generated model shows the true fit, color, and feel of a dress—then the image is doing its job.

If a human model looks great in a shirt that was pinned and digitally retouched to fit—then we’re in the same place. In both cases, the shopper is looking for clarity, not a behind-the-scenes breakdown.

Final thoughts on labelling AI generated content

Fashion images have never shown the full picture. From clips and makeup to Photoshop and filters, what we see is always curated.

AI is just the newest part of that toolbox. It’s not inherently misleading—and it’s not automatically more honest, either. What it is though, is powerful. And when used with intention, it can help brands move faster, show more diversity, and create better shopping experiences.

At Botika, we’ll support brands however they want to use AI—with or without labels. Our goal is to help make fashion visuals easier, better, and more accessible.

So yes, let’s talk about labeling AI-generated content. But let’s also talk about everything else. Let’s be honest—but let’s also be fair. And above all, let’s keep the focus on what really matters: giving shoppers visuals they can trust.

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