Images created by AI are getting exponentially better, to the point where many people are unable to distinguish them from the real thing. As this technology continues to develop, challenges to our perception of what is real are immense, and our trust in what we are seeing is eroded. Fakes are already changing industries such as modelling and marketing, but can they offer a more diverse reflection of humanity than has historically been available – or are they destined to reflect the narrow standards of beauty these industries have long been drawn to? *With thanks to the Centre de Cultura Contemporània de Barcelona*Great British Brands is published by Country & Town House magazine
