It comes as Gucci creative director, Demna Gvasalia, prepares to present his vision on the runway for the first time in Milan on Friday.
However, it is not the first time the Italian fashion giant has used the technology in its marketing.
Gucci previously commissioned digital artists to produce visuals, including AI-generated images, auctioned as non-fungible tokens by Christie’s, external.
In December, it released an AI-generated video of a model strutting down the runway while photographers behind her fall over themselves – literally – to capture her.
A flurry of other designer and high-street brands, including retailer H&M, have also explored the use of generative AI tools for social content and advertising, often citing this as a creative exercise.
Dr Priscilla Chan, senior lecturer at Manchester Metropolitan University’s Fashion Institute, said there were risks to firms turning to tech for their marketing.
She said some previous innovations had generated “a lot of free positive publicity” – but the risk with AI was that it risked “a lot negative publicity instead”.
“I think particularly luxury fashion brands need to pay attention [to whether] the latest technology can create positive image for their brands,” Dr Chan said.
