Huffer has commissioned an independent forensic investigation into allegations it used artificial intelligence to recreate former models in advertising campaigns, with the probe concluding no evidence supported the claims.
The investigation found no proof that photographs or images of any model were used as prompts, inputs or reference material to generate AI images. The company has not released the full report or named the specialist who conducted it, but said a complete account would be provided on Tuesday.
The clothing brand has also issued a fresh legal warning to Auckland model Elijah Timmins-Scanlon, cautioning against further public allegations. Timmins-Scanlon alleged last month that Huffer used AI to create images resembling himself and other former models without their knowledge or consent.
Model Akshay Raju said he believed AI-generated images closely resembled himself. Raju drew comparisons between a previous Huffer campaign photograph of himself and an AI-generated advertisement, pointing to what he described as virtually identical clothing, pose and composition despite a different face.
Huffer acknowledged that "aspects of our public response fell short of the standard we expect of ourselves, and for that we are genuinely sorry". The company reviewed its use of artificial intelligence following the controversy and will publish a new AI policy in the coming days outlining how the technology will be deployed across its business.
The company warned it would take appropriate steps to protect its reputation if allegations continue. The controversy has prompted broader discussion within the creative industry about AI use in advertising, with model agencies and legal experts calling for greater transparency.