A growing national debate over artificial intelligence’s role in creative industries has landed Bahari, a well-known Bahamian-owned apparel brand, at the center of public scrutiny after its decision to use AI-generated models for a new collection sparked fierce pushback from segments of its customer base. The controversy, which broke out across social media in late May, has forced brand leadership to defend its longstanding commitment to local talent while making the case that AI has become an unavoidable tool for modern fashion brands navigating a shifting digital landscape.
The conflict began on May 31, when Bahari shared a series of promotional graphics to its official Facebook page to launch its highly anticipated Coral World collection. Unlike the brand’s nearly 11-year tradition of featuring local people in its campaign imagery, this rollout relied entirely on AI-created models rather than working with Bahamian talent. The choice immediately drew sharp criticism from social media users, who argued that a brand built on showcasing authentic Bahamian culture had a responsibility to elevate local models, particularly given the career-changing exposure such brand partnerships can provide to emerging creators.
One commenter wrote, “It’s embarrassing for a well-respected local brand to turn to AI for this work. There are dozens of talented Bahamian models who would have jumped at this opportunity and done incredible work with the collection.” Other critics framed their pushback as a defense of the brand’s own core value, rather than an attempt to interfere with its internal business decisions. “No one is telling them how to run their company,” one user noted. “But luxury and cultural brands live or die based on their prestige and the trust consumers have in their authenticity. Pointing out that this choice undermines that authenticity isn’t dictation—it’s critical consumer feedback.”
Not all reactions to the campaign were negative, however. A number of social media users came to Bahari’s defense, arguing that marketing and branding are evolving rapidly around the world, and that the same level of criticism is rarely leveled at large international brands that regularly use AI for their promotional content. They questioned why a small local brand should be held to a different standard than the global corporations that dominate the fashion industry.
Carole Barnett, general manager of Bahari, pushed back firmly against claims that the brand has abandoned its commitment to local models. She emphasized that since the company launched its inaugural Independence Collection back in 2014, nearly every campaign has featured local Bahamian faces, and that core policy has not changed. “For the past 11 years, we have centered Bahamian models in all our shoots. Nothing about that has shifted,” Barnett explained. “We believe deeply in the talent of Bahamian creators, and that’s why we’ve prioritized them for every project for over a decade.”
Barnett went on to explain the specific creative reasoning behind using AI for the Coral World collection, noting that the choice was directly tied to the collection’s nostalgic theme. Named for the iconic Bahamian marine park and resort that first opened on Silver Cay back in 1987, the collection pays homage to a beloved local landmark that is no longer operational. At its peak, Coral World drew tourists from across the globe, offering visitors the chance to observe native marine life from a one-of-a-kind underwater observatory without getting in the water, alongside a range of nature exhibits and resort amenities. After the park closed, only the iconic observation tower remained standing as a landmark.
Because the attraction itself is no longer active, Barnett said the brand determined AI was the most effective tool to capture the nostalgic, otherworldly feel of the vintage Coral World experience for the campaign photoshoot. The collection itself, which is currently available for purchase through Bahari’s official website, includes a range of apparel from shirts and dresses to pants, all printed with vivid, nostalgic imagery inspired by the former landmark.
The backlash has broader implications beyond Bahari’s latest launch, putting a spotlight on a growing global conversation about AI’s impact on fashion marketing. Critics across the industry warn that increased reliance on AI-generated models risks eroding opportunities for working creators, while stripping culturally rooted brands of the authentic connection to local identity that consumers value most. For Bahari specifically, that connection has always been central to the brand’s identity: the company has built its reputation on powerful campaigns featuring Bahamian leaders and creators who have contributed to the country’s development, and it has long served as a launching pad for aspiring local models looking to break into the industry.
Barnett reiterated that Bahari has never stopped prioritizing local hiring across all areas of its business, from design to marketing to campaign production. She questioned why Bahari is facing such intense criticism when many international fashion houses and even other local Bahamian businesses regularly use AI in their work. At its core, she said, Bahari remains a brand rooted in Bahamian culture, and its choice to experiment with AI is simply part of evolving the business to compete on a global stage.
“We are a Bahamian company trying to grow and evolve,” Barnett said. “Our goal is to showcase the Bahamian island lifestyle to a global audience and put The Bahamas on the map internationally. At the end of the day, you’re never going to be able to please every single customer.”
