Nothing’s CMF brand has introduced a new pair of open-ear earbuds, putting the product in the spotlight. However, the launch conversation has focused heavily on the promotional material surrounding the device rather than the earbuds themselves.

The company has been posting AI-generated images featuring people to showcase the new earbuds. Those visuals have become a prominent part of the online response, with many viewers reacting negatively to the decision to use synthetic imagery in the campaign.

The backlash means CMF’s product announcement is being discussed as much for its marketing approach as for the earbuds’ design and open-ear format. The controversy highlights how quickly AI-generated advertising can shape public reaction to a new technology product.