Pamela Anderson and Aerie Unite Against AI in Fashion

Pamela Anderson, a Symbol of Authenticity for Aerie

Pamela Anderson has become the face of Aerie's new campaign, a lingerie and activewear brand that stands out for its commitment against the use of artificial intelligence in marketing. This campaign features real models, highlighting Aerie's decision not to resort to AI for creating advertising images. This approach has already resonated with the brand's customers in the past.

Stacey McCormick, Aerie's marketing director, explained to Business Insider that the focus on real bodies, moments, and places is a fundamental pillar for the brand. Aerie chose Pamela Anderson to embody its latest campaign, which aims to reinforce the "100% Aerie Real" commitment. In the advertisement, Anderson is shown unsuccessfully trying to give instructions to an AI generator to create realistic models. The scene then evolves to show Anderson sharing authentic moments with three human models.

A Strategy of Transparency and Trust

According to McCormick, taking this stance is crucial for establishing trust and credibility with consumers. "What you see is what you get," she asserted, emphasizing Aerie's focus on transparency and authenticity. This is partly why she chose to partner with Pamela Anderson, known for her natural appearance on red carpets and at public events. At 58, Anderson is experiencing a resurgence following the release of her Netflix documentary "Pamela, a Love Story," as well as her recent roles in films like "The Last Showgirl."

Aerie hopes that its target audience, primarily young adults aged 24 to 35, will be able to identify with Anderson. "We think it's important for the new generation, who don't know us, to know that we will not generate bodies," McCormick stated.

Anti-AI Commitment and Commercial Success

Aerie has made significant commitments to transparency since 2014, when it announced it would stop retouching people and bodies in its campaigns. Last October, it reinforced this commitment by promising not to use AI-generated bodies or people. This message resonated widely, becoming the brand's most-liked Instagram post in a year.

This strategy has capped off a successful year for Aerie. Parent company American Eagle Outfitters reported that Aerie's comparable sales increased by 9% during fiscal year 2025. Aerie is not alone in this endeavor; beauty brand Dove has also pledged never to use AI to "create or distort women's bodies."

Although Aerie is firmly opposed to using AI to represent people in its advertisements, it is still exploring ways to utilize this technology for supply chain management, content scaling, and planning. However, Jennifer Foyle, president and executive creative director of American Eagle and Aerie, told Business Insider that while AI can mimic an image, it will never be able to capture the soul, warmth, or energy of a human being.