Skechers persists in creating subpar AI advertisements
In the world of advertising, the use of artificial intelligence (AI) is becoming increasingly common, but a recent ad by Skechers has sparked controversy and raised questions about the slip in ad standards.
On July 31, 2025, Skechers tweeted an ad for their 'Uno' sneakers, featuring an image of a blonde girl squatting on a lantern-lined street, designed in a faux-sketch style reminiscent of AI-generated images. The ad has been met with criticism, with many finding its quality and style poor, and its design considered basic by many.
The girl in the ad has a generically beautiful 'Instagram' face, a feature that has also drawn criticism. One user on the r/graphic_design subreddit expressed their dissatisfaction with the crotch area and perspective in the Skechers ad, while another criticized the ad for its weird folds and shapes. A third user scathingly described the ad as tacky and unprofessional.
The controversy surrounding the Skechers ad is not only about its aesthetics. It also raises concerns about the potential issues with AI regulation in advertising. While there is growing regulatory attention on AI, especially in employment, there is no comprehensive, specific regulatory framework directly governing AI-generated advertising content at the federal or state level as of mid-2025.
The White House AI Action Plan (2025) sets a broad federal framework emphasizing minimal regulatory red tape to encourage AI innovation and global competitiveness. However, it does not currently impose strict federal regulations directly on AI use in advertising, raising concerns about issues such as intellectual property rights, data protection, copyright, and brand risk.
At the state level, particularly in California, significant regulations focus on AI use in employment contexts. However, these regulations are narrowly tailored to employment rather than advertising per se. Other U.S. states like New York and Illinois also impose AI-related requirements on employers, but they do not directly govern advertising content or practices.
The Skechers controversy likely involves concerns over generative AI’s role in advertising creation and intellectual property or consumer protection, but the White House and current regulatory frameworks have not specifically addressed this by law or formal rulemaking. Industry debates focus on finding a balance between innovation and legal risks such as brand misuse, data rights, and ethical marketing practices.
The use of AI in advertising seems to be an inevitability, but the quality and transparency of these ads are topics of concern. The Skechers ad is not the first instance of AI being used in advertising, as evidenced by its use in a Vogue double-page spread last year and recent accusations against Vogue for publishing more AI ads.
As the use of AI in advertising continues to grow, it is crucial that regulations catch up to ensure that ads are of high quality, transparent, and ethical. The Skechers controversy serves as a reminder of the need for clear guidelines and regulations in this area.
- The Skechers ad, designed in a faux-sketch style reminiscent of AI-generated images, has been met with criticism, with many finding its quality and style poor and its design considered basic.
- The design industry is increasingly leveraging AI, with 3D designers and illustrators using AI tools for creative work, such as in the layout of artwork, art, and even fashion-and-beauty advertisements.
- The girl in the Skechers ad has a generically beautiful 'Instagram' face, a feature that has also drawn criticism, raising concerns about AI's role in generating realistic faces.
- The controversy surrounding the Skechers ad is not only about its aesthetics but also highlights the need for a regulatory framework addressing intellectual property rights, data protection, and copyright issues with AI-generated advertising content.
- As the use of AI in advertising and the fashion industry continues to grow, it is important for companies to prioritize high-quality design, transparency, and ethical practices to maintain brand integrity and consumer trust.
- UI/UX designers are employing AI to improve their designs and make decisions informed by user preferences, such as color selection and layout adjustments based on AI-predicted user behavior.
- The White House AI Action Plan emphasizes minimal regulatory red tape to encourage AI innovation but has not imposed strict regulations directly on AI use in advertising, leaving a gap for potential legal and ethical issues.
- The art community has embraced AI as a new tool for artists and designers, leveraging AI for element creation, such as logos and illustrations, and exploring the intersection of AI and the creative process.
