Issue link: https://digital.copcomm.com/i/1545089
MOTIONPICTUREC O S T U M E R S .O R G 7 begin to understand the state of the industry. In the August 2025 edition, Vogue printed a Guess ad featuring a blonde bombshell in a striped maxi dress, a seemingly normal ad except, of course, the model isn't real. She was created by Seraphinne Vallora, an AI marketing agency that specializes in luxury and fashion brands. They say the Guess ad took one month of work and cost Guess a low six figures. The backlash was instant, with many worried about beauty standards, and the lack of inclusion and diversity in the modeling industry. Even Seraphinne Vallora's founders, Valentina Gonzalez and Andreea Petrescu, claim that while they are not enforcing narrow beauty standards, their AI images on their social media do lack diversity and promote unrealistic beauty standards. But they blame the users for not engaging with diverse posts. In an interview with the BBC, Gonzalez says, "We've posted AI images of women with different skin tones, but people do not respond to them—we don't get any traction or likes. At the end of the day, we are a business and use images on Instagram that will create a conversation and bring us clients." In addition, the Seraphinne Vallora website lists one of the benefits of working with them as being cost- efficient because it "eliminates the need for expensive setups, makeup artists, venue rentals, stage setting, photographers, travel expenses, hiring models" despite the company itself rejecting the idea that AI puts people out of work. They are, after all, hiring people to work at their company, and even use a real model and photographer to see how the product looks in real life on a real person. But it's not just print media that AI has already infiltrated. Just look at Tilly Norwood, the world's first AI actress, created by Eline Van Der Velden's production company, Particle6. While Tilly has yet to book any real-world jobs, Van Der Velden claims this isn't due to a lack of offers, but rather, due to her own refusal to have Tilly star opposite real people—she instead wants Tilly to star opposite other AI actors, who don't seem to exist yet, in part due to the negative backlash against Tilly. And Tilly, more than anyone, represents an existential crisis to the future of film production. Her existence brings up the question of where the work will go. If production companies "If production companies choose to use AI actors in the future, then just like the Seraphinne Vallora selling points, there is no need for real people on set, whether that's costumers, makeup and hair artists, grips, gaffers, camera ops, etc. Jobs will dry up in an already hyper-competitive industry, where jobs are already bleeding into other states and countries."