Last year gave rise to what's now known as AI "slop." It's no wonder the term was chosen by Merriam-Webster as its word of the year for 2025.
Companies are now leaning into the "fascinating, annoying" movement, which M-W defines as “digital content of low quality that is produced usually in quantity by means of artificial intelligence.”
Equinox is now embracing the so-called anti-AI sentiments that are ever present these days, depending on how you yourself feel about all of it. Starting next week, each of the lifestyle brand's billboards will consist of a pair of shots: On the left will be a jarring, reality-bending deepfake of a real-life person (such as the late Pope Francis), and on the right is an actual, physically fit person, seemingly mid-workout.
According to The Hollywood Reporter, the tagline “Question Everything but Yourself" is displayed across the bottom of each of the all-new billboards, followed by the traditional motto, “Equinox. It’s not Fitness. It’s Life.” Examples of imagery the luxury brand is using for its ad campaign can be seen in the TikTok post below.
@equinoxIt’s 2026. Truth is a moving target. Faces are filters. Politicians are deepfakes. Your feed overflows with AI slop. But in a world where almost everything can be faked, one thing still can’t be. You. Your body. Your strength. Your aliveness is an act of rebellion in an artificial world. When nothing you see can be trusted, there is only one thing left to do. Question everything. But yourself.
♬ original sound - EquinoxOther examples of jarring AI images that drivers will soon pass by are those of a three-breasted woman (as seen in the clip above) and of former Canadian Prime Minister Justin Trudeau wearing high heels, THR also noted on Monday, Jan. 5.
And just as is the hot-button topic of AI in modern society, the announcement of Equinox's new AI-laced ads came with a mixed response on social media. Fans flooded the comments section of the brand's Instagram post showcasing its campaign with their thoughts. There were numerous high praises, with one user writing, "Love this ?? In a world full of AI, this campaign reminds us that real health is the only thing that can’t be generated."
Meanwhile, another person commented, "This is deeply disturbing. If you want to contrast realness and authenticity with AI, then stop producing AI content. Someone creates this campaign on drugs."
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