Skechers Continues to producing substandard artificial intelligence commercials
In the ever-evolving world of advertising, the use of Artificial Intelligence (AI) is becoming increasingly common. One of the latest examples of this trend is Skechers' ad for their 'Uno' sneakers, released on July 31, 2025, which has sparked a debate about the quality and style of AI-generated ads.
The ad, which features a blonde girl squatting on a lantern-lined street, wearing the 'Uno' sneakers, has been criticized for its poor design and tacky perspective, particularly in the crotch area. Some users on the r/graphic_design subreddit have even called for Skechers to be ridiculed for its lack of design quality.
The design of the ad, with its faux-sketch style and generically beautiful 'Instagram'-like face, bears a striking resemblance to basic AI-generated images. This has led to speculation that Skechers may have used AI to create the image, a move that could indicate cost-saving measures by the brand, but at the risk of compromising on design quality.
Skechers is not new to using AI in advertising. Last year, the brand ran a double-page spread in Vogue, also raising concerns about the quality and style of AI-generated ads. Vogue, too, has been accused of publishing more AI ads, indicating a concerning state of flux in the industry.
The use of AI in advertising is largely unregulated, with current regulations being somewhat limited and evolving. The White House has released an AI Action Plan, focusing on promoting AI development and deployment by reducing federal regulatory barriers. However, this generally hands-off federal regulatory approach leaves room for concerns about intellectual property, data protection, and copyright.
At the state level, New York has proposed legislation requiring clear disclosure in ads featuring AI-generated or digitally altered human likenesses, known as the Synthetic Performer Disclosure Bill. If enacted, this would mandate that ads with synthetic performers include conspicuous notices indicating AI use. California is also enacting landmark AI-related regulations, primarily focused on employment decision-making AI systems, which may affect advertisers as well.
In the context of Skechers’ AI ads, there are no specific regulatory actions or laws mentioned that are directed at Skechers or their particular AI advertising campaigns. However, they would likely fall under emerging regulations such as the New York disclosure law (if applicable in New York) and broader federal policies regarding AI use, intellectual property, and potential consumer transparency requirements.
The Skechers ad has gained attention for all the wrong reasons, being considered one of the worst AI ads seen in some time. It serves as a troubling reflection of the looming future without AI regulation in advertising, where the slip in ad standards due to cost-saving measures could become the norm. Marketers are advised to monitor these developments closely, especially the New York law, which may soon mandate disclosure statements in AI-generated ads.
- The questionable quality of Skechers' ad for their 'Uno' sneakers, which was designed using AI, has raised concerns about the future of artistic design in advertising.
- The design shortcomings of the Skechers ad, characterized by a lacking 3D perspective and lackluster color choices, highlight the challenges of relying on AI for creative design work.
- While the use of AI in advertising offers potential cost-saving benefits, it may compromise the artistic integrity of the design, as demonstrated in the case of Skechers' ad.
- The blunder with Skechers' AI-generated ad demonstrates the importance of having a human 3D designer involved in the creative process, as AI's limitations become evident in the final product.
- The illustrator who worked on the Skechers ad may face criticism for relying too heavily on AI, compromising the originality and quality of the design.
- The UI and UX components of the Skechers ad, which were also generated using AI, show how the technology can impact the overall artistic layout of an advertisement, potentially for the worse.
- The future of AI in advertising will be heavily influenced by regulatory actions and the implementation of disclosure laws, such as the Synthetic Performer Disclosure Bill, ensuring consumers are aware of AI use in advertisements.
