Pamela Anderson has been supported by her fans after she made a decisive statement against the use of AI-generated models in the fashion industry.
The 58-year-old model has partnered with the clothing brand Aerie for its 100% Real campaign, which promises not to use any AI-generated people or bodies in its marketing.
In a new video campaign, Anderson poses makeup-free as she asks an online AI search engine to generate a female model. The software produces an AI model, but Anderson isn’t happy with the results.
Anderson then remarks that the models “look lifeless” and that she wanted them to feel more “real,” before the AI scene dissolves, and the models become real people. They smile alongside Anderson, with all of the women wearing Aerie clothes.
“Real Matters,” the tagline reads.
At the end of the clip, Anderson delivers the line: “You can’t prompt this.”
In response, fans have applauded Anderson and Aerie for taking a stand against the use of AI-generated models, with one fan writing: “Bravo GLOW team this is sooooo major.”
“I got chills all over. This is amazing,” another fan added, as another commented: “THIS IS JUST AS ICONIC AS YOU THINK IT IS!!!”
Anderson emphasized her support for Aerie’s campaign during an interview with People, stating: “Nothing can replace human beings.”
“Unless AI wants to start becoming imperfect like human beings, it’ll never have the romance of a performance that’s soulful and fearless. There’s just no way to mimic that because we’re all so different,” she added.
Anderson also told Vogue Business why she thought the initiative was a smart way to draw attention to the “worrisome” AI images out there.
“To me, as a woman, as a consumer, as a mother, I always think, what is happening? What is the difference between AI and real?” she said. “How are we supposed to know? It was already disheartening at times to look at fashion magazines and see celebrities and models with retouching, but this is another level.”
The campaign comes months after Aerie vowed not to use AI-generated imagery in its marketing. Aerie CMO Stacey McCormick told AdWeek that while the company will use AI tools to support work like logistics, planning, and scaling content, it draws the line at using “AI for bodies, faces, or any lived-in experiences.”
Other brands have taken an opposite approach and embraced the idea of AI-generated models in their advertising.
In July 2025, H&M used AI to release its “first set of images featuring digital twins, set to the background of fashion capitals around the world, to showcase the seasonal yet timeless denim,” according to a press release from the brand.
“We’re exploring emerging technologies like generative AI to amplify creativity and reimagine how we showcase fashion. The technology offers an opportunity to enhance storytelling and find new ways to connect with our customers, while staying true to H&M’s style-led, human-centric identity,” Jörgen Andersson, Chief Creative Officer, H&M, said at the time.