When Gucci dropped its Primavera campaign, which showed a series of AI-generated scenes — a Milanese grandmother in a restaurant, a young couple sitting on the hood of a car — in February, buzz around the brand skyrocketed. More specifically, Gucci’s earned media value (commonly known as EMV) hit $28.8 million globally in February and March, according to influencer marketing platform CreatorIQ, which developed the measurement.
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