Aerie is launching a new campaign with Pamela Anderson, explicitly positioning itself against the use of artificial intelligence in marketing. The brand declares its commitment to untouched, real imagery.
The initiative, announced as the brand’s new core message, features Anderson in unretouched photos. Aerie’s chief marketing officer, Stacey McCormick, states the campaign is a direct rejection of the industry’s growing reliance on AI-generated or altered visuals.
Pamela Anderson, who has recently embraced a makeup-free public persona, aligns with the brand’s philosophy. She describes participating in the shoot without professional glam squads, highlighting a preference for authenticity over digital perfection.
The campaign signals a strategic branding shift for Aerie, doubling down on its long-standing “Real” platform. It arrives amid widespread debate over AI’s role in advertising and beauty standards.