New Zealand fashion brand Huffer is facing a public relations crisis after a model accused the company of using artificial intelligence to mimic his likeness in marketing materials. The fallout highlights the reputational risks brands face when deploying generative tools without clear consent or transparent communication strategies.
The escalation
Model Elijah Timmins-Scanlon posted a video on Instagram alleging that Huffer used AI to replicate his and other models' appearances. Managing director Kate Berry initially defended the practice, stating computer-assisted design is now standard, but refused to confirm if the specific image in question was AI-generated. She also suggested the model should consider why he was not finding work elsewhere.
The situation escalated when Huffer sent a legal letter to Timmins-Scanlon under the Harmful Digital Communications Act, a move revealed by the Free Speech Union. Shortly after, the model's Instagram account was disabled. Huffer later broke its media silence to admit it used an AI design tool, though it denied using Timmins-Scanlon's specific likeness.
Missteps in crisis response
Public relations experts argue the company's defensive posture worsened the situation. Anna Farrera from Pead PR said Huffer could have done better by addressing concerns immediately. "It would have been smarter for them to get ahead of this, own the mistake, and acknowledge it's a fast-moving space," she said, emphasizing that transparency and consent are critical when people are involved.
Max Burt, general manager at One Plus One Communications, advised against rushing into media interviews without internal clarity. He noted that companies must slow down to understand their own operations before commenting. "You need to slow down and work out what's happened inside your business, so that you can comment in a way that's helpful to your business and to the customers," Burt said.
Brand signals and regulatory gaps
The use of AI sends specific signals to consumers about a brand's values. Burt pointed to telecommunications company Skinny, which faced criticism but used a fully AI ad campaign to deliberately signal affordability to its customers. Conversely, premium or lifestyle brands must carefully weigh how automated content affects their perceived value.
Denim brand Levi's faced similar backlash in 2023 but avoided severe reputational damage by publicly disclosing its experiments with AI-generated models. Farrera noted this highlights where Huffer failed, stating, "This all comes back to transparency and clear attribution."
The incident exposes regulatory gray areas in New Zealand. ACT MP Laura McClure, who is working on legislation to criminalize non-consensual deepfakes, said the debate shows that models need to protect themselves while companies must work transparently. She added that further regulation may be necessary as the technology evolves.
Why this matters for PR and communications professionals
Communications teams must establish clear internal policies for AI use before a crisis occurs. Brands deploying generative tools need predefined protocols for attribution, consent, and public disclosure to protect their reputation. Professionals can explore targeted resources on AI Learning Path for Public Relations Specialists to build frameworks for brand communication and crisis management. Furthermore, staying updated on AI for PR & Communications ensures teams can navigate these emerging ethical and operational challenges effectively.
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