Over the weekend, photographer Daniel Stjerne noted that Filippa K's new summer campaign bore striking similarities to the work of other photographers. The production was carried out by the agency Alter.id, which used the AI platform Gyodi to generate the material for the fashion company.
Comparing the campaign with original photos revealed that the software had created almost exact copies. It is standard practice in the industry for e-commerce businesses and agencies to work with reference images to set a visual direction. The problem in this case arose when the AI tool did not interpret the inspiration, but instead directly recreated the template.
Campaign Halted And New Procedures
The criticism prompted Filippa K to act quickly and revise its marketing material. The company's PR manager, Amelia Sciard, explains that the fashion company chose to address the situation directly when the similarities came to their attention.
After an internal review, we have chosen to remove two campaign images that have been the subject of comments regarding similarities with existing image material. The images have been taken out of use while we continue to review the issue with our production partners, she told Modemassakern.
The PR manager further explains that the initiative was initially based on a desire to test new technology for content creation with external partners. The incident has now forced the company to review its procedures for procuring AI-generated material to ensure that no similar transgressions occur in the future.
At the same time, it is our responsibility as the sender of the campaign to ensure that our work lives up to the creative and ethical standards we expect of ourselves. Therefore, we are now reviewing both the current material and the processes surrounding this type of production to ensure that future collaborations live up to our creative and ethical standards.
At Filippa K, we value high creative and ethical standards in all our work. As new technologies and production methods develop, we see it as important to continuously evaluate and strengthen our working methods to ensure that these standards are maintained.
Alter.id, the agency that delivered the images, also states that they now need to review how they work with AI tools. They state that they will evaluate their internal guidelines to guarantee that the material they produce for their clients does not infringe copyright.
Alter.id produced the campaign in collaboration with Filippa K and Gyodi. As a production partner, we take responsibility for our work and continuously work to ensure high quality and integrity in our productions. We have noted the comments made and are now reviewing the current material and our processes to ensure that our work continues to meet high creative and ethical standards, they told Modemassakern.