Taylor Swift criticised for using AI in 'The Life of a Showgirl' promotional campaign

Fans discovered that the orange door videos in Swift’s global treasure hunt appear to be AI-generated

Taylor Swift is facing widespread criticism for allegedly using AI-generated visuals in the promotional campaign for her new album, The Life of a Showgirl.

The pop star’s elaborate “orange doors” puzzle, which has seen installations appear in cities around the world, has sparked backlash among fans who accuse her of undermining the artistic principles she has long defended.

The campaign features bright orange doors equipped with QR codes that lead to short online videos.

Fans have been challenged to visit all twelve locations, from London and Paris to Melbourne and Nashville, to collect letters that reveal a secret message. However, users quickly noticed that the clips appear to be AI-generated, prompting an outpouring of frustration across social media.

🚨| MILAN'S VIDEO HAS BEEN FOUND! RISOTTO! ❤️‍🔥 pic.twitter.com/ufg34PFFKD

— The Eras Tour (@tswifterastour) October 4, 2025

🚨| THE QR CODE TAYLOR SWIFT PUT IN BERLIN LEADS TO THIS VIDEO! #TSTHELIFEOFASHOWGIRL

pic.twitter.com/7re16TIooD

— The Eras Tour (@tswifterastour) October 4, 2025

Many long-time followers of Swift, particularly those who admired her songwriting during the Folklore and Evermore era, expressed disappointment at the use of artificial imagery.

While some commented that it felt contradictory for a wealthy artist who spent years fighting to reclaim ownership of her music to now rely on AI for promotion, others questioned how someone who publicly champions creative freedom could choose to use artificial intelligence in their campaign.

The criticism comes despite Swift’s recent success in reclaiming her master recordings from Shamrock Capital for an estimated $360 million, restoring full ownership of her early catalogue.

Despite the online backlash, The Life of a Showgirl debuted as the biggest streaming release of 2025, earning 250 million first-day streams globally.