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Luxury fashion house Valentino is facing a wave of criticism after releasing “disturbing” AI-generated advertisements promoting its new DeVain handbag, the BBC reports.

The brand had announced a collaboration with digital artists as part of a so-called “Digital Creative Project.” However, one AI-generated video posted on Instagram drew intense backlash from followers, who described the visuals — and the use of AI itself — as “sloppy” and “sad.”

The post featured a surreal collage of models intertwined with Valentino logos and the DeVain bag. In one scene, models appear to emerge from a gold version of the bag; in another, the brand’s logo transforms into human arms, which then merge into a swirling mass of bodies.

Many Instagram users criticized the campaign as “cheap” and “lazy.”

“Disappointing from a couture house,” one commenter wrote. “Advertising campaigns should showcase talented creatives. AI here is laziness at best.”

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Others urged Valentino’s marketing team to “read the room,” likened the content to “AI trash,” and accused the company of “rage-baiting” for attention.

Experts say the backlash reflects heightened expectations for luxury brands. Rebecca Swift, Senior VP of Creative at Getty Images, noted, “Even full transparency about AI use wasn’t enough to win people over.”

The use of AI in Valentino’s DeVain campaign comes amid broader criticism of similar initiatives across the industry. Many brands are using generative AI to cut production and promotion costs, or to experiment with design, manufacturing, and sizing.

But specialists warn of potential risks: replacing human labor, lowering product quality, and giving the impression that a brand prioritizes efficiency over artistry.

“The issue isn’t the technology itself, it’s what it replaces,” said Anne-Liese Prem of creative agency Loop.

“When AI enters a brand’s visual identity, people fear the brand is choosing cost-cutting over art. Even if the execution is creative, audiences often see it as disguised cost-saving masquerading as innovation.”

Previous examples of controversial AI campaigns include H&M’s digital model doubles and an AI-generated Guess ad in Vogue, both of which raised concerns about human representation and beauty standards.

Prem added, “Without a strong emotional idea behind it, generative AI can make a luxury brand feel less human at a moment when audiences crave human presence.”

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