Taylor Swift’s promotional campaign for her new album, The Life of a Showgirl, has sparked controversy online. Fans worldwide have expressed disappointment after allegedly AI-generated videos were used to promote the album. The videos in question surfaced through 12 “orange doors” with QR codes placed in major global cities, leading to clips related to Showgirl. Although it has not been confirmed that the videos are AI-generated, nor is it clear if Swift was directly involved in their creation, online observers have pointed out similarities to AI-produced content.
The use of AI-generated videos has raised questions about the artistic and financial decisions behind the promotional campaign. As an artist who has fought to own her back catalog of music, Swift’s potential use of AI-generated content, which relies on scraping existing work to create new content, appears to contradict her previous stance. Fans and online commentators have criticized the move, suggesting that an artist of Swift’s wealth and influence could have opted to pay human artists for original work instead of relying on AI.
This controversy is not Swift’s first encounter with AI-generated content. In 2024, she spoke out in support of Kamala Harris after then-presidential candidate Donald Trump used AI-generated art to suggest Swifties supported him. Additionally, Swifties mobilized to protect the singer after AI-generated deepfakes of her surfaced online. The current situation has sparked a similar reaction, with many expressing disappointment and questioning the decision to use AI-generated content.
The authenticity of the videos has not been officially confirmed, leaving room for speculation about the role of visual effects created by humans. However, if the videos are indeed AI-generated, the reaction from fans and online commentators highlights the complexities and potential backlash associated with using such technology in artistic and promotional contexts. As the music industry continues to evolve, the use of AI-generated content is likely to remain a topic of discussion and debate.