This male model sporting a crisp summer shirt isn't real. Will consumers care?

MoneyWatch This male model sporting a crisp summer shirt isn't real. Will consumers care? .chip { background-image: url('/fly/bundles/cbsnewscore/images/chip-bgd/chip-bgd-moneywatch.jpg'); } By Megan Cerullo Megan Cerullo Reporter, MoneyWatch Megan Cerullo is a New York-based reporter for CBS MoneyWatch covering small business, workplace, health care, consumer spending and personal finance topics. She regularly appears on CBS News 24/7 to discuss her reporting. Read Full Bio Megan Cerullo April 8, 2026 / 3:32 PM EDT / CBS News Add CBS News on Google The brushed twill shirt from men's wear company Teddy Stratford in the image below highlights the crisp lines produced by its patented "zip fit' technology. Also, the wonders of another kind of tech — for while the clothing is real, the model, boat and urban backdrop are all the product of artificial intelligence.  The New York fashion brand is one of a growing number of companies using generative AI to create ads for social media, a shift that can save big bucks while producing a diversity of marketing content. Bryan Davis, founder of Teddy Stratford, said that AI lets the small business produce professional-grade images that would ordinarily cost tens of thousands of dollars to churn out."We don't have to hire a model, we don't have to hire a photographer, and the images we're able to make are really on-brand, and elevate our look to where we want it to be," he told CBS News. "And they are not obviously AI. They look really real." The model and backdrop in this marketing image from shirt maker Teddy Stratford were generated by AI.  Courtesy of Teddy Stratford Davis also said AI lets him market his company's products to a wider customer base without having to hire a range of models of different shapes, sizes and ethnicities."I can get a diverse crew of a dozen models that represent our brand well without going out and looking for people, coordinating with a photographer, or getting a permit to shoot...