Innisfree sold an eyeshadow with an undisclosed AI model — all the ads came down

Innisfree, an affiliate of Amorepacific, used generative-AI model images in advertisements for the colour-development shades of some of its eyeshadow products, without telling consumers the models were AI-generated.

The images misrepresented the product: a shadow labelled matte was rendered glossy. When a consumer asked the company for model information, it replied that AI had been used to express the colour development, and the exchange spread across social media.

Consumers objected that undisclosed AI images could not be trusted for a colour cosmetic's true shade and texture. As the controversy grew, the ad images were taken down across the official website and all online sales channels. Innisfree said its intent had been to reflect the AI-model trend but that future ads would reflect product characteristics more accurately, and Amorepacific promised to improve so product traits were conveyed accurately and reliably.