Elon Musk's estranged daughter Vivian Wilson has taken aim at artificial intelligence in a new fashion campaign, warning that the technology is putting creative jobs at risk and claiming it is also harmful to the environment.
The 22-year-old model stars in Spanish fashion label Desigual's autumn 2026 campaign, 'Born to Disobey', where she has used the platform to voice concerns about AI's growing role in creative industries.
Wilson said she wanted to address the issue because, in her view, AI 'takes jobs away from talented creatives while being detrimental for the environment'.
Her comments come as artificial intelligence continues to fuel debate across the fashion and creative industries, with questions growing over whether emerging technology should be used as a tool for artists or could eventually replace some of the people behind creative work.
For Wilson, the issue is not simply about employment. She also believes AI cannot reproduce the human emotion and intention that she considers fundamental to art.
Vivian Wilson Makes Anti AI Message Part of Desigual Campaign
Wilson's criticism forms part of Desigual's 'Born to Disobey' campaign, which focuses on individuality, creativity and refusing to follow conventional expectations.
The campaign features Wilson alongside DESI 84, a robot designed to assist with everyday tasks. The model interacts with the machine in situations that push beyond its expected functions, highlighting the contrast between human spontaneity and technology.
But Wilson's comments make clear that her concerns extend beyond the robot featured in the campaign.
'Art is emotion through expression,' she said in an email interview. 'Since emotion is inherently human, AI takes away any underlying intention and replaces it with plagiarized colors and shapes.'
Her remarks represent a personal view on the impact of artificial intelligence, rather than evidence that AI is universally replacing creative workers.
The environmental point is similarly presented as Wilson's concern. She argues that the increasing use of AI comes with consequences that should be considered alongside its technological capabilities.
Her decision to discuss the subject through a fashion campaign is particularly notable because the industry relies heavily on human creativity, from designers and stylists to photographers, models and artists.
Musk's Estranged Daughter Champions Human Creativity
Wilson's stance also fits the wider message of the Desigual campaign, which encourages people to challenge expectations and express themselves through fashion.
The autumn collection features slogan led pieces, new denim constructions and bold patterns, while the campaign encourages individuality rather than conformity.
Wilson has also spoken about finding creative ways to personalise clothing rather than simply buying new pieces. She has encouraged people to experiment with existing garments and accessories, turning older items into something more individual.
That approach mirrors the central idea behind her criticism of AI: creativity, in her view, is valuable because it comes from human experience and personal expression.
Wilson has maintained a public profile separate from her famous father and has previously spoken about her identity and the importance of developing her own voice. Her latest campaign provides another opportunity to do that, this time by challenging the growing influence of artificial intelligence.
The connection to Musk adds another layer of interest to Wilson's comments, given his prominent position in the technology world. However, her remarks in the campaign are not presented as a direct criticism of her father.
Instead, Wilson is making her own argument about the future of creative work.
And as AI becomes increasingly embedded in industries once driven almost entirely by human talent, her message is clear: technological progress should not come at the expense of the people whose imagination gives fashion and art their meaning.
