Dawn Images

Content creator Ayesha Tahir claimed on Thursday that her likeness was used to create AI-generated ads for a clothing brand without her permission.

In a post on her Instagram account, she said clothing brand Engine had used her face on AI-generated visuals for their latest collection. Images has reached out to Engine for a comment.

She said she modelled for the brand before, but was not involved in the promotions for this collection and had not agreed for her likeness to be used in such a way.

The content creator said she had tried reaching out to the brand herself in an effort to resolve the issue, but didn’t receive a response. That led her to highlight the issue on social media.

Tahir said this wasn’t just about one just about one post or one brand. “Using someone’s face through AI without their permission is not okay, in any situation. Consent should always come first, whether the content is real or digitally created.”

She said the fact that these visuals were being displayed publicly and even being used for advertisements was especially concerning. She said creators and models deserve to have control over how their image is used and hoped the brand would address the issue.

In a series of follow-up stories, the content creator said the scariest part was that she was initially fooled too, thinking she might have modelled one or two pieces that she forgot about. She said it was only when she saw they had used her face for so many of their items that she realised what had happened.

She said the problem wasn’t AI taking over jobs, but people misusing it “deliberately and illegally”. She also suggested they might have done a faceless shoot with another model and had AI paste her face onto the pictures, which raises its own problems.

Several people, including models and fellow content creators, shared her concerns, calling the brand out for what they saw as creepy, unethical and even criminal behaviour.

Many, including Miss Universe Pakistan Erica Robin, tagged the brand in the comment section, as did actor Romaisa Khan. RJ Sabah Bano Malik, who called out the “violation of consent”, “theft” and “general ickyness”.

Hania Aamir also got involved, sharing the content creator’s appeal on her story and asking Engine to “please look into this”.

While Engine has not acknowledged the allegations publicly, Tahir said the brand had removed her pictures from their website in the aftermath of her post.

The incident highlights AI’s alarming body-morphing abilities. Similar concerns were raised in January when Grok — the AI arm of the Elon Musk-owned X — was found to be entertaining requests to digitally undress people whose pictures were on the platform, including children.

Musk said the company would not tolerate any illegal activity with its AI tools and Grok’s image generation features on X are now available to paid users only. However, in a post on March 12, Musk said anything “allowed in an R-rated movie” would be allowed for Grok to create.