Italian fashion house Valentino is facing backlash over a series of “uncomfortable” AI images used to advertise one of its new luxury handbags.

The first ad, described as a “journey through kaleidoscopic geometries and pure imagination,” was unveiled on the brand’s Instagram as part of a “digital creative project” in collaboration with artists.

But it was immediately torn apart by viewers for its “cheap” and “lazy” use of AI imagery, which experts have pointed to as proof that the practice has no place in the advertising industry.

In the opening scene of the clip, a blonde model morphs from a gold handbag before the scene clumsily transitions into a room full of unnatural-looking people. This is followed by a number of other strange scenes, with people’s arms transforming into the brand

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