Aerie partners with Pamela Anderson to reject AI-generated marketing

Pamela Anderson has partnered with Aerie to promote authenticity in fashion and push back against the growing use of artificial intelligence in advertising, according to People magazine.

The collaboration is part of Aerie’s “100% Aerie Real” campaign, a long-standing initiative that pledges to avoid using AI-generated bodies or digitally altered models in its marketing. The latest campaign features Anderson in a video where she interacts with an AI system attempting to generate lifelike models. As the results appear artificial, the scene shifts to a vibrant, real-world setting, reinforcing the message that human presence cannot be replicated.

“Nothing can replace human beings,” Anderson said, emphasizing the emotional depth and uniqueness that real individuals bring to storytelling and performance.

The campaign builds on Aerie’s earlier #AerieReal movement, which focused on unretouched imagery and inclusivity. The brand continues to position itself as a leader in authentic representation as AI-generated content becomes more common in the fashion industry.

Anderson’s involvement aligns with her personal evolution in recent years, including embracing a makeup-free lifestyle and taking on more meaningful creative projects. She noted that the collaboration felt natural, praising the campaign’s willingness to take creative risks.

The campaign will roll out across social media and streaming platforms, with additional content from creators expected in the coming weeks. As the debate over AI in marketing grows, Aerie’s initiative highlights a commitment to transparency and human-centered storytelling.