Media Statement

Statement from Huffer

Following concerns raised about our use of AI-generated imagery, we commissioned an independent forensic investigation by a specialist in forensic technology and digital evidence to establish the facts.

The investigation examined the AI workflow, prompts, source material and image generation process. It found no evidence that Huffer, or the agency acting on our behalf, used any model's photograph or likeness as an input or reference to generate the AI images in question, or that we copied or recreated the likeness of any model using AI.

From the outset, our priority was to establish the facts through an independent process. The facts are clear and do not support the allegations that models' images or likenesses were used without consent.

This experience has also highlighted how quickly AI is evolving and the importance of clear governance. We have reviewed and strengthened our internal processes and, in the coming days, will publish our AI policy so our models, photographers, creative partners and customers are clear about how we use AI and, just as importantly, how we don't.

We also acknowledge that aspects of our public response fell short of the standard we expect of ourselves, and for that we are genuinely sorry. We have learnt from this experience.

For almost 30 years, Huffer has been built by its people, our team, models, photographers, creative partners and customers. That commitment remains unchanged.