By Kati Chitrakorn, CNN

(CNN) — American Vogue’s August 2025 issue has been making headlines — and not only for its cover featuring actor Anne Hathaway, who is back in the limelight as she films “The Devil Wears Prada” sequel . What has drawn much — if not more — attention can be found in the pages of the magazine: advertisements for the Californian clothing company Guess.

At a cursory glance, nothing appears unusual: A Caucasian woman with wavy blonde hair, flushed cheeks and perfect teeth, bared in a wide smile, shows off a long stripe dress with a matching top-handle bag. In another image, she models a floral playsuit with a drawstring that cinches her waist.

Yet, in small print on the page, it is revealed that the model was created using artificial intelligence. The campaign was

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