Model Sues Rainbow USA Over AI Replica Misuse in Advertisements
Model replaced by AI clone, put in raunchy poses: lawsuit

Image: New York Post
Francheska Pujols, a model from New York City, has filed a lawsuit against Rainbow USA for allegedly replacing her with an AI-generated clone in provocative advertisements without her consent. The lawsuit claims this misuse of her likeness has damaged her reputation and violated her rights under New York law.
- 01Francheska Pujols claims her likeness was used in AI-generated ads without consent, violating her privacy rights.
- 02The lawsuit alleges that Rainbow USA's actions have harmed Pujols' reputation as a high-end model.
- 03Pujols sent a cease and desist letter in March, but Rainbow continued to use the AI images.
- 04The New York Fashion Workers Act, effective June 19, will strengthen consent requirements for models regarding digital replicas.
- 05Experts warn that AI could significantly disrupt the modeling industry, especially for less established models.
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Francheska Pujols, a 28-year-old model based in Manhattan, has filed a lawsuit against Rainbow USA, alleging that the retailer replaced her with an AI-generated clone in advertisements without her consent. The lawsuit, filed on May 22 in New York Supreme Court, claims that the AI replica was depicted in sexually suggestive poses that contradict Pujols' original classy images taken during a photoshoot for Rainbow in September 2024. Pujols asserts that the ads ran after her contract expired on March 15, which allowed only minor alterations to her images, not the creation of new ones. The lawsuit cites defamation, misappropriation, and violation of New York’s Right of Privacy Law, claiming that Rainbow's actions have tarnished her professional image and caused her to miss out on potential licensing fees. Although Pujols has since dropped the lawsuit, discussions around the implications of AI in modeling continue, with experts noting that the technology could fundamentally alter the industry. The New York Fashion Workers Act aims to enhance models' rights regarding their likenesses in the age of AI.
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The case highlights the need for clearer regulations regarding the use of AI in modeling, which could protect models' rights and reputations.
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