AI-Powered Fake Profiles Fueled Sydney Sweeney Campaign Backlash, Research Finds

What began as a successful marketing campaign featuring actress Sydney Sweeney for American Eagle Outfitters rapidly devolved into a public relations crisis, with artificial intelligence playing a surprising role in amplifying negative sentiment, according to new research.

Cyabra, a social media intelligence firm, has revealed that approximately 15% of profiles engaging with the controversial campaign were fake, generating over 77,000 engagements and contributing to a staggering 4,000% increase in negative sentiment within just one week.

“The shift from positive buzz to full-blown crisis happened in only 36 hours,” explained Dan Brahmy, Co-founder and CEO at Cyabra. “The coordination, linguistic patterns, and posting velocity all point to one thing: this was powered by LLMs. This is what modern, AI-driven manipulation looks like – fast, targeted, and devastating for brand reputation.”

The campaign, which featured Sweeney alongside the slogan “Great Jeans” – a deliberate wordplay on “genes” – initially launched to positive reception but quickly became embroiled in controversy as competing narratives emerged on social media platforms, particularly TikTok.

According to Cyabra’s analysis, two distinct interpretations dominated the discourse. The first narrative accused American Eagle of racism, suggesting the “Great Jeans/genes” wordplay alongside Sweeney’s appearance was promoting racial superiority. Meanwhile, a counter-narrative emerged from those who viewed the campaign as a refreshing rejection of “woke” advertising approaches, praising the company for what they considered a return to traditional marketing.

The research identified a clear three-stage progression of the crisis. During the initial phase on July 23-24, the campaign received widespread approval, with users expressing enthusiasm for Sweeney’s casting. This positive sentiment was reflected in American Eagle’s stock price, which saw an uptick following the launch.

By July 25-26, a subtle shift in tone began to emerge. While positive sentiment still dominated, critical voices started questioning the intent behind the campaign’s messaging, with early concerns about the slogan gaining traction on social platforms.

The situation deteriorated rapidly during the third phase between July 27-29, when negative posts significantly outpaced positive mentions. Accusations escalated dramatically, with widespread claims that American Eagle was promoting racism. Calls for boycotts became common, driving a sharp wave of harmful sentiment.

The polarized response created a complex challenge for American Eagle’s crisis management team. Responding to one narrative risked alienating supporters of the opposing viewpoint, placing the company in a difficult position. The primary harmful narrative interpreted the campaign’s slogan as promoting racist ideologies and reinforcing outdated beauty standards that emphasize whiteness, while supporters praised what they described as a “normal” advertisement.

This case highlights the growing vulnerability of brands to coordinated social media backlash, particularly when artificial intelligence tools can be deployed to amplify negative sentiment. Marketing experts note that this incident represents a cautionary tale for brands navigating increasingly polarized cultural landscapes, where campaigns can be reinterpreted and weaponized almost instantaneously.

The American Eagle controversy comes at a time when many retailers are struggling to connect with diverse consumer bases while avoiding political and cultural landmines. Industry analysts suggest companies may need to develop more sophisticated social listening tools and crisis response protocols that can identify AI-driven manipulation campaigns before they spiral out of control.

For marketers and brand managers, the incident underscores how quickly public perception can shift in the digital age and highlights the importance of considering multiple interpretations of creative concepts before launching major campaigns.