AI can do plenty of issues, however it may possibly’t manufacture realness. That’s the message from Pamela Anderson and Aerie because the latter doubles down on its dedication to authenticity in advertising.

The clothes model owned by American Eagle Outfitters has partnered with the actress and mannequin within the subsequent chapter of its “100% Aerie Actual” marketing campaign. The collaboration builds on the model’s Oct. 2025 pledge to never use AI to create photographs of individuals or our bodies in its campaigns, which itself adopted Aerie’s 2014 promise to not retouch individuals and our bodies in its promoting.

With Anderson, Aerie goals to deliver that message to a broader viewers and rally different manufacturers behind its AI stance.

“Our purpose is to place that message on the market and problem the business to consider what AI means to your shopper,” Aerie chief advertising officer Stacey McCormick instructed ADWEEK. 

The brand new advert contrasts a chilly, AI-generated world with the heat and humanity of an Aerie picture shoot. Within the background, Anderson’s voice is heard prompting an AI system to populate fashions on display screen. 

As she urges AI to deliver extra authenticity and feeling to the expertise and will get nothing again, the factitious scene dissolves and the fashions come alive in an actual, energetic atmosphere.

Anderson, identified for her function within the Nineteen Nineties sequence Baywatch, has since embraced a extra stripped-back look, making her a pure selection for Aerie. She is “a cultural power who has spent a long time reclaiming and displaying up as her genuine self. She stands for the whole lot we stand for and stand as much as,” McCormick mentioned. “We’re getting the phrase throughout you can’t immediate realness.”

The marketing campaign, created by Shadow Artistic Advertising and marketing & Communications and directed by Gemma Warren, will run throughout paid, owned, and earned social channels, together with placements on Youtube, Amazon Prime, Video, Netflix, Hulu and Disney, HBO, NBCU, Roku, and Samsung.

Hanging a chord

Aerie’s October pledge resonated with shoppers craving transparency, McCormick mentioned, pointing to a constructive response from many followers on social media.

It paid off for the model, too, which beforehand “was not high of thoughts for lots of shoppers,” she mentioned. The launch of “100% Aerie Actual” led to a double-digit enhance in model consciousness from October by way of the tip of 2025 and is “persevering with to develop,” she added.