Jeanswest Faces Criticism Over AI-Generated Marketing Content
Retailer Jeanswest has received public criticism for utilizing generative artificial intelligence in its website and social media content. An Instagram post from January 6, 2026, depicted two women, appearing to be AI-generated, with blurry features and a dreamlike quality, enjoying coffee. The accompanying audio's lyrics also reportedly mirrored the AI prompt used to create the video.
Social media users on platforms like Instagram and Reddit questioned the use of AI, with comments expressing disappointment and scrutiny of the content's quality, noting features like unusual arm positions and exaggerated stances in website photos. A customer support representative for Jeanswest confirmed the use of AI, stating it is "one of many tools we may use in our creative workflow" and that the company is "dedicated to maintaining authenticity and relatability."
Expert Commentary and Brand Reputation
Retail consultant Trent Rigby, director at RCA Advisory, described Jeanswest's content as a "case study for retailers in how not to deploy AI-generated content" and predicted a "year of AI slop backlash" in 2026. Rigby suggested that some brands are cutting corners by entirely replacing the creative process with AI, which risks eroding customer trust and loyalty. He emphasized that customers are becoming adept at identifying AI content, and inauthentic marketing can alienate target consumers.
Rigby also highlighted an Instagram post featuring a model in front of a store bearing the Jeanswest name. He stated this was misleading, unethical, and potentially illegal, as all Jeanswest physical stores ceased operations by June 2025.
Jeanswest's Recent History
Jeanswest, which opened its first store in 1972, experienced significant growth in the 1980s and 1990s. It was sold to Hong Kong retailer Glorius Sun in 1990. However, the brand's popularity declined amid increasing competition.
Jeanswest first entered voluntary administration in 2020, resulting in the closure of 37 stores and 263 redundancies. It was subsequently rescued by Harbour Guidance, a subsidiary of Hong Kong company Harbour Guide. The company re-entered administration in May 2025, owing $48 million to creditors. All 90 Jeanswest stores were closed by June 2025, leading to the dismissal of over 600 employees. The business returned to its previous owners, Harbour Guidance, in late August, shifting to an online-only model.
Rigby commented that the brand has been "completely hollowed out" and that the business appears to have been built around AI generation, calling it "sad to see a 50-plus-year-old Australian legacy brand go this way."