Prada, the luxury fashion and beauty brand, has tapped into artificial intelligence (AI) for its latest fragrance campaign. Said to “explore the interplay of visual perception and photographic illusion” through AI, the social media campaign reinterprets five of the brand’s best selling scents: Prada Paradoxe, Luna Rossa Ocean, Infusion d’Iris, L’Homme and Amber Femme. To create the images, Prada teamed up with still-life photographer Johann Besse to capture the fragrance bottles. The L'Oréal-licensed brand then fed the results into an AI Image Generator tool, which generates realistic images from text prompts, to create new versions of the imagery to showcase each fragrance, in a move Prada described as “pushing the boundaries of creativity”. Men’s scent L’Homme Prada, for example, features a liquid water effect to illustrate the duality of masculine scent”, the brand wrote on Instagram. The social media campaign also features the AI’s errors as alternative versions of the final imagery.