A New York consumer complaint accuses clothing brand Athletifreak of using AI models without disclosure under a new state law. Get the full story.
Real People or Synthetic Pixels? New York Complaint Accuses Apparel Brand of Using AI ‘Models’ Without Disclosing It to Shoppers
That sleek gym hoodie or tailored jacket you’re eyeing online might look perfect on the model—but what if the model doesn’t actually exist?
A New York consumer complaint targeting athletic apparel retailer Athletifreak marks one of the first official legal tests for an emerging form of alleged false advertising: displaying AI-generated humans to model clothing without letting shoppers know.
First reported by Straight Arrow News, an anonymous complaint submitted to the New York Attorney General’s office claims Athletifreak featured products on synthetic models without proper transparency. State records reveal a similar disclosure complaint was also filed against British eyewear retailer Bloobloom.
The complaints follow New York’s groundbreaking synthetic performer disclosure law, which took effect in June. Under the statute, any advertiser targeting New York residents must clearly label commercial content that uses computer-generated human performers—a measure designed to prevent buyer deception while protecting jobs for real-world creative professionals.
While digital avatars save retailers thousands in photography, talent, and production costs, experts say the trend poses distinct risks for shoppers trying to evaluate garment fit and fabric behavior.
“People use product photos as tangible proof of how an item hangs, stretches, and looks on a real human frame,” noted computer science and public policy researcher Jacqueline Rodriguez. “When models are algorithmically generated, it is not an accurate display of the product. Consumers deserve to know if they’re looking at a real person or a digital construct.”
The visual fidelity of synthetic imagery has made self-policing nearly impossible. Recent consumer studies show that online shoppers can correctly identify AI-generated people only 51% of the time—essentially a coin flip.
While the New York AG’s office has declined to comment on pending enforcement actions, the law’s ripple effects are already altering national e-commerce practices. Major platforms like Amazon recently issued notices requiring third-party sellers to flag synthetic humans in marketing assets to stay compliant with state standards.
For e-commerce brands, New York’s strict mandate could soon become a national baseline as more states consider similar digital labeling laws.
