On-Model AI Imagery in Fashion: Efficiency vs. Authenticity

AI Imagery Is Expanding What Photo Shoots Can Deliver

For decades, fashion imagery was defined by large, expensive photo shoots. As e-commerce expanded, retailers moved from seasonal collections to massive catalogs with thousands of SKUs. That created a new challenge: keeping up with the photography demands. Brands either invested heavily in continuous shoots or leaned on lower-cost formats like flat lays—formats shoppers consistently say they don’t prefer.

Traditional photo shoots remain essential, but they can’t cover every need. AI-generated imagery is now being tested as a complement, explored as a way to potentially scale on-model visuals more efficiently, fill gaps in coverage, and create content that might not otherwise be produced due to time or budget constraints.

The Shopper Reality Check

Stylitics and Aha Studio surveyed 411 shoppers across multiple cohorts to cut through the hype.

Here’s what we found:

• 76% of shoppers said on-model photos are still the most useful format for buying decisions.
• 71% couldn’t tell the difference between real and AI-generated apparel images.

But the details matter. Shoppers noticed wrong-colored buttons, wrinkle-free fabrics that appeared unnatural, and over-airbrushed models. The research suggests that while AI imagery can often pass the initial “glance test,” even small inaccuracies, whether in garment fit, proportions, or fine details, risk eroding shopper trust.

Do Shoppers Trust AI-Generated Images?

Download the full study and gain insight on how 400+ shoppers really feel about AI imagery in fashion ecommerce.

AI-Generated Imagery Report

Neutrality Is Permission

Executives often worry about the “uncanny valley”, the idea that shoppers will reject AI imagery as creepy or fake. Our research suggests that fear may be overstated:

• 60% of shoppers reacted with neutrality or positivity when told images were AI-generated.
• 31% expressed negative reactions, with women skewing more skeptical (35% negative vs. 25% for men).

That “neutral middle” is the biggest insight. It means shoppers aren’t rejecting AI, they’re waiting to see if brands get it right. In other words, you have permission to use AI, but you don’t have permission to be sloppy.

Efficiency Meets Skepticism

Our research shows that poor-quality AI images make shoppers more cautious. When they know a virtual model was used:

• 37% said they’d be more careful about sizing.
• 37% said they’d check the return policy.
• 30% expected they might have to return the product.

This underscores both the potential and the risk. While AI imagery may eventually reduce some production bottlenecks, execution quality is critical. Shoppers will accept AI if it delivers accurate and trustworthy visuals, but even small errors can drive higher return rates and operational costs.

The Transparency Ultimatum

The study makes one finding clear: shoppers expect honesty about AI use.

• 59% of participants wanted clear labeling on AI-generated content.
• Shoppers described disclosure as “honest,” “trustworthy,” and a signal of brand integrity.

Trying to slip AI-generated models into PDPs without disclosure risks eroding credibility. The moment a shopper feels misled, whether due to an inaccurate detail or undisclosed AI use, trust can be lost.

Transparency, when executed clearly and consistently, can create a competitive advantage, signaling integrity and building long-term brand equity.

The Future Won’t Wait

AI-generated imagery is beginning to gain traction in retail as brands test new ways to expand their content libraries. Some early adopters are experimenting with AI to speed up image creation across apparel and accessories, exploring whether it can reduce costs or expand creative options.

But success depends entirely on execution. The leaders won’t replace traditional shoots—they’ll complement them with AI, using the technology to test new formats and extend what photography teams can produce. Brand standards, A/B testing, and clear creative guidelines will be critical. Early indications suggest that retailers who align AI-generated visuals seamlessly with their brand aesthetic—and hold them to the same quality shoppers expect from professional photo shoots—will be best positioned to capture long-term value.

Stop Debating, Start Controlling

The conversation isn’t “AI fashion photography vs. traditional shoots.” Both will remain vital, serving different but complementary roles. Traditional photography continues to set the gold standard for brand expression, while AI is being tested as a way to potentially accelerate content creation and expand coverage.

The real challenge is balancing efficiency with authenticity. AI may help expand image libraries, but only if executed with rigor. Without strict quality control, poor outputs risk higher returns and eroded shopper trust.

The brands most likely to succeed will be those that set clear standards, apply careful testing, and practice transparency, using AI to complement, not replace, the creative impact of their existing photography.

Authors

Stylitics Marketing Team

The Stylitics Marketing Team explores the intersection of AI, retail, and shopper experience, sharing strategies and insights that shape the future of product discovery and visual merchandising.