Sadie Sink stars in Prada’s new holiday campaign, Drawing Prada.
Effort signaling is the newest anti-AI buzzword making the rounds in the fashion world. The term refers to a trend among brands to showcase the fact that considerable human effort has gone into creating their marketing and ad content. At a time when consumers are increasingly wary of AI slop, it’s seen as a way to reinforce the message that a brand cares about quality and craftsmanship in everything it produces, from promotion to products.
One much-publicized recent example is Prada’s holiday campaign, Drawing Prada, which mixed hand-drawn animation by some of Disney’s most respected animators with live action footage of young celebs like Sadie Sink and Maya Hawke frolicking in a winter wonderland populated by anthropomorphic woodland animals.
Christian Dior’s Night in Color
In short order, Dior attempted to copy the concept with an animated holiday ad called Christian Dior’s Night in Color. The six-minute video featured the voices of Rihanna, Robert Pattison, and other stars, and showcased drawings by French cartoonist Sylvain Chomet (The Triplets of Belleville). However, it quickly sparked a backlash when consumers pointed out obvious evidence of AI glitches and seemingly staged behind-the-scenes studio footage.
Dior isn’t the only big-name brand to make a misstep involving AI—and trying to pass it off as human-made content. Both Coca-Cola and McDonald’s caught heat from consumers for creating obviously AI-generated holiday ads in 2025. To Brands Aerie and Dove capitalized on the gaffes by making a “no AI in our advertising” promise in 2025.
A Nightmare Before Christmas–inspired Loewe bag
Loewe’s new collab with Tim Burton on a Nightmare Before Christmas–inspired collection seems to be the latest example of effort signaling done right. Promotion for the collection celebrates the handmade, human-centric aspect of the collection’s design, subtly likening it to Burton’s meticulous, hands-on method for creating his films. Reinforcing this messaging is a video of Burton discussing his creative process on Loewe’s social channels. Loewe calls the collab “an exploration of the stop-motion animation’s tactile spirit of making, which resonates closely with the House’s approach to the handmade.”
What does it all mean for brands and retailers trying to balance advancing technology that automates complex tasks, lowers costs, and compresses the concept-to-execution timeframe dramatically?
For now, it’s worth noting that a number of consumers are skeptical of AI-generated media. In one recent study of 2,000 consumers by the polling company Talker Research, 50 percent of respondents said they were skeptical that products presented with AI would match the descriptions, 61 percent thought brands were likely to use misleading AI marketing, and 43 percent have felt duped by AI ads. In a different survey, by the marketing research firm Quick Study, 29 percent of consumers surveyed said they thought products from a brand that used AI should cost less, and 37 percent said they think retail brands that use AI are less authentic/genuine, regardless of how the brand is using AI.
There’s a perception that more work on the part of a brand signals more value in its products. By extension, showcasing the human element in the creation of ad campaigns can be good for a brand’s image. Highlighting the thought and effort that goes into your campaigns in an authentic way has the potential to make your brand stand out.
Retailers, too, can tap into the benefits of effort signaling by promoting the fact that their merchandise is hand-picked, carefully curated, and vetted by an expert in-house team that knows their clientele. Basics like sit-and-fit service, gift-wrapping, in-store events, great window displays, and personalized thankyous to customers are also smart ways to showcase the human side of your business—and to build loyalty and trust.
Promotional materials for the new Loewe x Disney Tim Burton’s Nightmare Before Christmas collection.
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