Pakistani brand under fire for using influencer's face in AI-generated campaign without consent

The rapid rise of Artificial Intelligence (AI) in media and fashion is creating serious concerns about how the technology is being used. While AI can be helpful in many ways, its misuse has become a growing topic of debate online, with many questioning whether these tools are doing more harm than good in everyday life. With just a simple command, images can be edited to swap faces, change bodies, alter clothes, or even create fake visuals of people. As the technology improves, these images are becoming more realistic, making it harder to tell whether something is real or AI-generated. A recent case that highlights this issue involves Pakistani digital creator Ayesha Tariq whose face was used without permission in a fashion brand named Engine. The images, which were published on the brand’s website and advertisements without Tariq's knowledge, showed her face placed onto another model’s body.         View this post on Instagram                       Tariq spoke out on social media, expressing her shock and disappointment. She said she was confused at first and even questioned whether she had taken part in the shoot. The creator clarified that although she had worked with the brand before, the photos in question were not real and had been digitally created using someone else’s body. Tariq's main concern was the lack of consent and transparency. Following her statement and subsequent public backlash, the brand removed the images from its platforms. Read: Hamza Ali Abbasi's sister involved in alleged money laundering case Several public figures, including Erica Robin, Rida Mirza, Sabah Bano Malik, Farhan Ullah Aziz, and Werdah Khan, showed their support for the creator. Many urged her to take legal action and called on brands to act more responsibly. Celebrities like Hania Aamir also reposted Tariq's post on their social media, asking Engine to look into the matter. Although the images have been taken down, the situation raises important questions about the future of AI. Showing how easily such tools can be misused and how difficult it may become to control them, incidents like these give rise to the debate on whether stricter rules are needed to govern the use of AI.