This is an AI-generated image created with Midjourney by Molly-Anna MaQuirl
Prominent UK lifestyle fashion magazine SheerLuxe has faced criticism after introducing an AI fashion and lifestyle editor known as ‘Reem’ through its social media. This move sparks a significant shift in how fashion media operates, as the industry’s distinctive style intersects with technology.
Reem is portrayed as a virtual influencer posting to SheerLuxe’s social media. Instagram posts attributed to Reem showcase various fashion outfits and product suggestions. Unlike some uses of AI, in this case, Reem is an AI generated image only and does not contribute to the actual content. Instead, her opinions and choices are generated by a team of around eight SheerLuxe employees.
Critics have questioned why the magazine created a virtual personality instead of employing a human. The magazine has clarified that Reem was created in partnership with an AI artist from the Middle East, and that their desire was to experiment with artificial intelligence.
Reader reactions were mixed regarding Reem, with a combination of both praise and concern. Some followers expressed concerns about human job displacement, while others praised the step as a creative and innovative use of technology.
The virtual influencers’ perfect brown skin, dimensions and appearance have also raised ethical concerns about SheerLuxe’s actual lack of diversity as well as the perpetuation of unrealistic beauty standards. There were also concerns about biases and authenticity due to the virtual influencers’ opinions and choices being attributed to a woman of color when they are actually those of the company’s primarily White workforce.
In response to Reem’s introduction, many readers were quick to unfollow the magazine. The announcement has sparked both admiration and controversy about artificial intelligence's impact on media, jobs and representation. SheerLuxe has apologized for their initial lack of clarity regarding Reem and indicated that they have not and do not intend to replace any human staff or creativity.
Reem's introduction is a proactive step into the future use of AI in the fashion industry, highlighting the recent trend towards AI personalities being featured on social media, such as the Miss AI 2024 winner. While there have no doubt been some missteps made, we can expect to see additional uses of AI in the fashion industry as the technology continues to advance.
This is an AI-generated image created with Midjourney by Molly-Anna MaQuirl
Prominent UK lifestyle fashion magazine SheerLuxe has faced criticism after introducing an AI fashion and lifestyle editor known as ‘Reem’ through its social media. This move sparks a significant shift in how fashion media operates, as the industry’s distinctive style intersects with technology.
Reem is portrayed as a virtual influencer posting to SheerLuxe’s social media. Instagram posts attributed to Reem showcase various fashion outfits and product suggestions. Unlike some uses of AI, in this case, Reem is an AI generated image only and does not contribute to the actual content. Instead, her opinions and choices are generated by a team of around eight SheerLuxe employees.
Critics have questioned why the magazine created a virtual personality instead of employing a human. The magazine has clarified that Reem was created in partnership with an AI artist from the Middle East, and that their desire was to experiment with artificial intelligence.
Reader reactions were mixed regarding Reem, with a combination of both praise and concern. Some followers expressed concerns about human job displacement, while others praised the step as a creative and innovative use of technology.
The virtual influencers’ perfect brown skin, dimensions and appearance have also raised ethical concerns about SheerLuxe’s actual lack of diversity as well as the perpetuation of unrealistic beauty standards. There were also concerns about biases and authenticity due to the virtual influencers’ opinions and choices being attributed to a woman of color when they are actually those of the company’s primarily White workforce.
In response to Reem’s introduction, many readers were quick to unfollow the magazine. The announcement has sparked both admiration and controversy about artificial intelligence's impact on media, jobs and representation. SheerLuxe has apologized for their initial lack of clarity regarding Reem and indicated that they have not and do not intend to replace any human staff or creativity.
Reem's introduction is a proactive step into the future use of AI in the fashion industry, highlighting the recent trend towards AI personalities being featured on social media, such as the Miss AI 2024 winner. While there have no doubt been some missteps made, we can expect to see additional uses of AI in the fashion industry as the technology continues to advance.
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