Jeanswest's AI Ad Blunder: When Fashion Marketing Goes Horribly Wrong

Online retailer Jeanswest has faced widespread ridicule for its new AI-generated social media ads, sparking a heated debate about the role of artificial intelligence in marketing.

The AI-Generated Ads That Backfired

On December 30 and January 6, the struggling Australian fashion brand posted two 20-second spots on Instagram, promoting its summer range by featuring two individuals in matching outfits. However, the videos—which use AI-generated models—show blurry and unnatural movements with a cartoonlike quality, leading to immediate backlash from consumers.

One user commented: "How did this epic AI monstrosity get post approval? How many people at Jeanswest viewed this utter AI garbage and thought 'yeah, let’s do this!'? Because, honestly, every single person responsible for this should be fired."

Another questioned: "Is this a joke? Like are you pranking us?"

Marketing Experts Weigh In

Pip Bingemann, co-founder at Springboards.ai, criticized the ads, stating: "It’s pretty bad. I don’t think the AI production is the worst part though – the lack of an idea, judgement, understanding of craft or quality control is. The audio, the idea and the direction just all feel lazy."

Hannah McElhinney, chief creator and co-founder at Snack Drawer, admitted she initially thought it was a "very, very funny joke" until realizing it wasn’t. She added: "I can’t help but see it as a metaphor for our times. Our physical and cultural landscape is fragmenting so fast, there’s an eerie truth to these poorly rendered visuals."

Chris Murphy, Head of Growth at G Squared, was also critical: "This is a classic example of 'just because it’s available doesn’t mean it should be used'. A quick look at Jeanswest’s website quickly reveals that it’s entirely AI-generated – imagery, videos and even copy have no soul and definitely don’t help in selling the products, which is the goal… is it not?"

The Ads in Detail

The first ad, posted on December 30, shows two blonde, caucasian women strolling on the beach in matching brown outfits, with the caption: "There’s no better way to step into the New Year than sharing the moment with someone who matches your vibe—and your outfit! Cheers to style and friendship in 2026!"

A week later, the same two women appeared in a "cosy cafe" enjoying coffee, with the caption: "Some fits are more than just clothes. Tag your forever-plus-one."

Jeanswest's Troubled History

Jeanswest first opened in 1972 and grew to nearly 150 stores across Australia. However, it struggled in subsequent decades due to competition from rival jean retailers, leading to voluntary administration in 2020 with 37 stores closing and 263 staff made redundant.

In June of last year, the last remaining 90 Jeanswest stores shut when new administrators Pitcher Partners took control, leaving it as an online-only retailer.

Previous AI Missteps

The brand previously posted an AI-generated image of a woman walking past a store in "Kelsey Utility Relaxed Capris" pants, confusing followers who questioned whether physical stores were still open.

One Instagram user commented: "So are they back or not I’m confused?"

Jeanswest has been contacted for comment but has not responded.