05/06/2026
ACCUSATIONS: Kiwi clothing brand Huffer is under fire after being accused of using AI to recreate the likenesses of former models in a new advertising campaign.
The controversy emerged after model Elijah Timmins-Scanlon claimed AI-generated images used by the brand closely resembled him despite him not participating in the campaign.
âI first came across the images when I was scrolling through Instagram ... and then I see an ad pop up of an image that looked like me,â he said.
He said he thought the image could be him, or his brother, also a model. The model says he zoomed in, thought it was neither of them and then began to suspect it was AI-generated.
Timmins-Scanlon told the NZ Herald the images were âpretty clearlyâ based on his appearance, raising questions about consent and use of AI in advertising.
Other models have come forward and alleged the campaign featured AI-generated characters that appeared to replicate the faces and features of people who had previously worked with the company.
Huffer managing director Kate Berry denies that the image, highlighted by Timmins-Scanlon, was generated using the modelâs likeness.
âNo faces of our models have been changed other than in normal computer-assisted design.