Lifestyle clothing brand, Aerie, is making it clear that although AI is capable of many things, it will never be able to manufacture authenticity.
The American Eagle Outfitters-owned clothing brand has enlisted Pamela Anderson to front the latest chapter of its ‘100% Aerie Real’ campaign, in a move to push its commitment to genuine representation.
Anderson, who rose to fame in the 1990s series Baywatch, has spent decades embracing her natural self.
The collaboration builds on Aerie’s October 2025 pledge to never use AI-generated images of people or bodies in its advertising, following its 2014 promise to avoid retouching entirely.
The new ad cleverly contrasts a cold, artificial AI-generated world with the warmth and vibrancy of a real Aerie photo shoot. Anderson’s voice guides an AI system to “populate” models on screen – but no matter how she prompts it, the technology delivers nothing that feels alive. The scene dissolves, and real models take over, radiating authenticity and energy.
The campaign, developed by Shadow Creative Marketing & Communications and directed by Gemma Warren, will run across paid, owned, and earned social channels. Placements span platforms including YouTube, Amazon Prime Video, Netflix, Hulu, Disney, HBO, NBCU, Roku, and Samsung, ensuring widespread visibility.
Aerie joins a growing roster of brands taking a stand against AI in marketing.
This year alone, advertisers including Equinox and Almond Breeze have deliberately called out AI-generated content and “tech gimmicks,” positioning themselves as authentic antidotes in a digital landscape increasingly populated by artificial images.
