When Gucci dropped its Primavera marketing campaign, which confirmed a sequence of AI-generated scenes — a Milanese grandmother in a restaurant, a younger couple sitting on the hood of a automotive — in February, buzz across the model skyrocketed. Extra particularly, Gucci’s earned media worth (generally referred to as EMV) hit $28.8 million globally in February and March, in accordance with influencer advertising and marketing platform CreatorIQ, which developed the measurement.
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