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The Guess ad has created a lot of in the fashion industry. Sinead Bovell, a model, wrote an for Vogue five years ago about how AI might replace human models. Many people in the fashion are now worried this could come . Another model, Felicity Hayward, said the Guess ad was "very disheartening and quite ". She called it a "kick in the teeth" for in the industry because AI models will replace real models. The CEO of the eating charity Beat is also worried. She thinks perfect AI models will make people worry that their own is not perfect. She said: "Poor body image increases the of developing an eating disorder."