Within AI Virality
The fake puffer jacket that tested everyone
The viral Pope puffer image shows how a playful fake can become a public test of visual verification.
On this page
- Why the image was so shareable
- Why casual fakes still matter
- Visual checks before reposting
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Introduction
In March 2023, an image of Pope Francis wearing an oversized white puffer jacket spread rapidly across social media, including X, where many users assumed it was a genuine photograph. It was not. The image had been generated using the AI image tool Midjourney, yet it looked convincing enough to fool journalists, celebrities and ordinary users alike. The episode became one of the first major public demonstrations of how modern generative AI could create highly believable visual fiction at almost no cost. [Reuters+2CBS News]reuters.comImage of Pope Francis wearing oversized white puffer coat…29 Mar 2023 — An image showing Pope Francis wearing a white-colored p…
What made the “Pope puffer” image important was not that it promoted a political conspiracy or a malicious lie. Instead, it showed how easily a playful fake could circulate as reality. The image became a practical test of visual literacy: if millions of people could mistake a humorous fashion image for a real photograph, what would happen when similar techniques were applied to more serious subjects? [Poynter+2reutersinstitute.politics.ox.ac.uk]poynter.orgpope francis balenciaga puffer jacket artificial intelligence fact checkIt was actually created with the AI image…Read more…
The fake puffer jacket that tested everyone
The viral image appeared online in late March 2023 and depicted Pope Francis in a dramatic white coat resembling luxury streetwear. The combination was unexpected but not entirely implausible. Francis is frequently photographed in white clothing, and the image retained enough familiar details—his face, posture, cross and surroundings—to feel authentic at first glance. The picture was later confirmed to be AI-generated using Midjourney. [Reuters+2CBS News]reuters.comImage of Pope Francis wearing oversized white puffer coat…29 Mar 2023 — An image showing Pope Francis wearing a white-colored p…
The image’s creator reportedly intended it as a humorous experiment rather than a deception campaign. Yet once the picture escaped its original context, viewers encountered it as a standalone image detached from information about its creation. This is a common pattern in social media environments: content is shared faster than context. [GIJN]gijn.orgguide detecting ai generated contentReporter's Guide to Detecting AI-Generated Content1 Sept 2025 — This viral image of Pope Francis I in a white Balenciaga puffer coat…
The incident quickly became a reference point in discussions about synthetic media. Fact-checking organisations published explanations, while news outlets used the image to illustrate how rapidly AI-generated visuals had improved. [Full Fact+2Reuters]fullfact.orgpuffer coat pope ai generatedFull FactViral pictures of Pope Francis wearing puffer jacket are AI-…27 Mar 2023 — While these images look extremely realistic, they…
Why the image was so shareable
The Pope puffer image succeeded because it occupied a narrow space between the absurd and the believable.
If the Pope had been shown flying through space or riding a dragon, most viewers would have recognised it as fiction immediately. If he had been shown in ordinary religious clothing, the image would have been unremarkable. The puffer jacket sat in a sweet spot: unusual enough to be amusing, but plausible enough to trigger uncertainty. [GQ]gq.comThe Pope Francis Puffer Photo Was Real in Our HeartsMany believed the image to be real due to the Pope's practical wardrobe choices. However, the image was created by Chicago-based Pablo Xa…
Several factors increased its viral appeal:
- Celebrity recognition: Almost everyone instantly recognised the subject.
- Visual novelty: The contrast between papal authority and luxury streetwear created humour.
- Photographic realism: The image resembled a candid press photograph rather than an illustration.
- Low stakes: Many people shared it as a joke, making verification seem unnecessary. [Poynter+2Time]poynter.orgpope francis balenciaga puffer jacket artificial intelligence fact checkIt was actually created with the AI image…Read more…
This combination illustrates a broader challenge for critical thinking. People do not always share content because they fully believe it. Sometimes they share it because it is entertaining, surprising or aesthetically impressive. In such cases, misinformation can spread even when belief is uncertain. [Poynter]poynter.orgpope francis balenciaga puffer jacket artificial intelligence fact checkIt was actually created with the AI image…Read more…
Why casual fakes still matter
One misconception about AI misinformation is that only malicious or political deception deserves attention. The Pope puffer image suggests otherwise.
The image caused little direct harm on its own. Yet it demonstrated that highly realistic synthetic imagery could achieve mass visibility before most viewers questioned its authenticity. That matters because public habits formed around harmless examples can later influence reactions to more consequential ones. reutersinstitute.politics.ox.ac.uk+2The Guardian [reutersinstitute.politics.ox.ac.uk]reutersinstitute.politics.ox.ac.ukwill ai generated images create new crisis fact checkers experts are not so sureWill AI-generated images create a new crisis for fact-…11 Apr 2023 — The rise of AI generated images is indeed a growing concern since…
Researchers and media analysts have argued that the significance of the image lay less in its content than in what it revealed about audience behaviour. Millions of users encountered a fabricated photograph that looked credible enough to bypass normal scepticism. The lesson was not merely that AI could generate convincing pictures, but that people often trust photographs by default. [Time+2reutersinstitute.politics.ox.ac.uk]Pause before sharing.Open source on time.com.
The episode also highlighted a growing tension in digital culture. Historically, photographs carried an assumption of evidential value. While manipulated images have existed for decades, modern generative AI allows realistic scenes to be created from scratch rather than altered from existing photographs. That changes the verification challenge because there may be no original image to compare against. [The Guardian+2Taylor & Francis Online]theguardian.comThe Guardian'It never happenedFrom early examples such as Abraham Lincoln’s doctored portraits and spirit photography, to politically motivated fakes like doctored ima…
The fact that Pope Francis later referred to the dangers of AI-generated imagery and misinformation gave the incident additional symbolic significance. The subject of the viral fake ultimately became one of the public figures warning about the broader risks associated with synthetic media. [Reuters]reuters.comPope Francis, victim of AI, warns against its 'perverse…24 Jan 2024 — It depicted him wear an ankle-length white puffer coat po…
Visual checks before reposting
The Pope puffer image also became a useful teaching example because subtle clues existed, even if many viewers missed them.
Some analysts pointed to unusual details in the cross necklace, clothing folds and other small inconsistencies that did not behave exactly as real-world objects should. These imperfections were easier to spot after careful inspection than during fast scrolling. [Time]Pause before sharing.Open source on time.com.
When encountering a surprising image on social media, especially one that seems designed to provoke amazement or amusement, several checks can help:
- Look for independent reporting. If a major public figure has appeared somewhere unusual, multiple reputable news organisations will often have photographs from the same event.
- Inspect fine details. Jewellery, hands, text, reflections and object interactions frequently reveal inconsistencies in AI-generated images.
- Check the source. Trace the image back to its earliest known posting rather than relying on reposts.
- Use reverse-image searches. These can reveal fact-checks, earlier versions or discussions about authenticity.
- Pause before sharing. Viral images often rely on immediate emotional reactions that discourage verification. Time+2Le Monde.fr
The deeper lesson is not that every striking image is fake. It is that visual realism is no longer sufficient evidence that an event occurred. The Pope puffer image became memorable precisely because it exposed how easily modern AI can exploit our instinct to trust what appears photographic. Time+2arXiv
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Endnotes
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Source: reuters.com
Link: https://www.reuters.com/article/fact-check/image-of-pope-francis-wearing-oversized-white-puffer-coat-is-ai-generated-idUSL1N36120G/Source snippet
Image of Pope Francis wearing oversized white puffer coat...29 Mar 2023 — An image showing Pope Francis wearing a white-colored p...
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Source: poynter.org
Title: pope francis balenciaga puffer jacket artificial intelligence fact check
Link: https://www.poynter.org/fact-checking/2023/pope-francis-balenciaga-puffer-jacket-artificial-intelligence-fact-check/Source snippet
It was actually created with the AI image...Read more...
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Source: reutersinstitute.politics.ox.ac.uk
Title: will ai generated images create new crisis [fact checkers]({{ ‘fact-checkers/’ | relative_url }}) experts are not so sure
Link: https://reutersinstitute.politics.ox.ac.uk/news/will-ai-generated-images-create-new-crisis-fact-checkers-experts-are-not-so-sureSource snippet
Will AI-generated images create a new crisis for fact-...11 Apr 2023 — The rise of AI generated images is indeed a growing concern since...
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Source: gijn.org
Title: guide detecting ai generated content
Link: https://gijn.org/resource/guide-detecting-ai-generated-content/Source snippet
Reporter's Guide to Detecting AI-Generated Content1 Sept 2025 — This viral image of Pope Francis I in a white Balenciaga puffer coat...
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Source: arxiv.org
Link: https://arxiv.org/abs/2409.17484 -
Source: arxiv.org
Title: arXiv What makes an image realistic?
Link: https://arxiv.org/abs/2403.04493 -
Source: reuters.com
Link: https://www.reuters.com/world/pope-francis-victim-ai-warns-against-its-perverse-dangers-2024-01-24/Source snippet
Pope Francis, victim of AI, warns against its 'perverse...24 Jan 2024 — It depicted him wear an ankle-length white puffer coat po...
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Source: arxiv.org
Title: arXiv More Real than Real: A Study on Human Visual Perception of Synthetic Faces
Link: https://arxiv.org/abs/2106.07226 -
Source: cbsnews.com
Title: pope francis puffer jacket fake photos deepfake power peril of ai
Link: https://www.cbsnews.com/news/pope-francis-puffer-jacket-fake-photos-deepfake-power-peril-of-ai/Source snippet
Fake photos of Pope Francis in a puffer jacket go viral...28-Mar-2023 — Fake photos generated by artificial intelligence software appear...
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Source: theguardian.com
Title: The Guardian’It never happened
Link: https://www.theguardian.com/artanddesign/2025/apr/12/28-fake-images-that-fooled-the-worldSource snippet
From early examples such as Abraham Lincoln’s doctored portraits and spirit photography, to politically motivated fakes like doctored ima...
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Source: lemonde.fr
Title: Le Monde.fr Thought the Pope Francis puffer photo was real?
Link: https://www.lemonde.fr/en/les-decodeurs/article/2023/03/31/thought-the-pope-francis-puffer-photo-was-real-here-s-how-not-to-get-fooled-by-ai-next-time_6021336_8.htmlSource snippet
Here's...31 Mar 2023 — The images were generated by an online version of state-of-the-art artificial intelligence (AI) software, called...
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Source: fullfact.org
Title: puffer coat pope ai generated
Link: https://fullfact.org/news/puffer-coat-pope-ai-generated/Source snippet
Full FactViral pictures of Pope Francis wearing puffer jacket are AI-...27 Mar 2023 — While these images look extremely realistic, they...
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Source: gq.com
Title: The Pope Francis Puffer Photo Was Real in Our Hearts
Link: https://www.gq.com/story/pope-puffer-jacket-midjourney-ai-memeSource snippet
Many believed the image to be real due to the Pope's practical wardrobe choices. However, the image was created by Chicago-based Pablo Xa...
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Source: tandfonline.com
Title: Taylor & Francis Online Photorealism versus photography
Link: https://www.tandfonline.com/doi/full/10.1080/20004214.2024.2340787Source snippet
AI-generated depiction...by L Hausken · 2024 · Cited by 86 — It was stated that the AI-generated images portrayed fictional people inste...
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Source: theguardian.com
Title: I thought I was immune to being fooled online
Link: https://www.theguardian.com/commentisfree/2023/mar/27/pope-coat-ai-image-baby-boomersSource snippet
Then I saw...27 Mar 2023 — An AI-generated image of Pope Francis in a puffer jacket posted online. 'I thought wearing a really big coat...
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Source: Wikipedia
Link: https://en.wikipedia.org/wiki/PopeSource snippet
PopeThe pope is considered one of the world's most powerful people due to the extensive diplomatic, cultural, and spiritual influence...
Additional References
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Source: latestly.com
Link: https://www.latestly.com/socially/social-viral/fact-check/2-another-viral-ai-generated-image-showed-pope-francis-wearing-an-extravagant-white-latest-tweet-by-reuters-fact-check-5013584.htmlSource snippet
Another Viral AI Generated Image Showed Pope Francis...31 Mar 2023 — The latest Tweet by Reuters Fact Check states, '2. Another viral AI...
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Source: apnews.com
Link: https://apnews.com/article/9805fec11681adbf88d3a7c73bdf47deSource snippet
Su llamamiento, realizado en el mensaje anual para el Día Mundial de la Paz, es especialmente personal después de que una imagen falsa ge...
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Source: newadvent.org
Link: https://www.newadvent.org/cathen/12260a.htmSource snippet
CATHOLIC ENCYCLOPEDIA: The PopeThe Bishop of Rome, who, in virtue of his position as successor of St. Peter, is the chief pastor of the w...
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Source: linkedin.com
Link: https://www.linkedin.com/posts/henryajder_ai-image-of-pope-in-a-puffer-jacket-fooled-activity-7046112703764951040-PzSySource snippet
Henry Ajder's PostMidjourney-generated images of Trump's arrest may not have fooled many people, but similar fakes of Pope Francis have b...
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Source: reddit.com
Link: https://www.reddit.com/r/midjourney/comments/120vhdc/the_pope_drip/Source snippet
The Pope Drip: r/midjourneyIt looks completely real other than context. Obviously the pope wouldn't wear this, but it's indistinguishabl...
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Source: snopes.com
Link: https://www.snopes.com/fact-check/not-real-photo-pope-in-puffy-coat/Source snippet
This Is Not a Real Photo of the Pope in a Puffy CoatA viral photo showing Pope Francis in a white puffer jacket is authentic.... The ima...
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Source: facebook.com
Title: no this is not an authentic photo of pope francis wearing a full length white p
Link: https://www.facebook.com/NewsLitProject/posts/-no-this-is-not-an-authentic-photo-of-pope-francis-wearing-a-full-length-white-p/592634029564967/Source snippet
NO: This is not an authentic photo of Pope Francis wearing...28 Mar 2023 — The viral photo of Pope Francis wearing a white puffer coat i...
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Source: jordannews.jo
Title: Why Pope Francis is the star of AI generated photos 28124
Link: https://www.jordannews.jo/Section-129/Technology/Why-Pope-Francis-is-the-star-of-AI-generated-photos-28124Source snippet
Why Pope Francis is the star of AI-generated photos...15 Apr 2023 — The image that turned Francis into an AI star shows him in a white pu...
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Source: commons.wikimedia.org
Link: https://commons.wikimedia.org/wiki/File%3APope_Francis_in_puffy_winter_jacket.jpgSource snippet
wikimedia.orgFile:Pope Francis in puffy winter jacket.jpg9 Sept 2023 — English: AI generated image of Pope Francis wearing a puffy winter...
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Source: washingtonpost.com
Title: An AI-generated puffy-coat pope fooled us all
Link: https://www.washingtonpost.com/lifestyle/2023/03/27/pope-francis-coat-puffy-white-ai-fake/Source snippet
How much...27-Mar-2023 — This AI-generated fake image portrays Pope Francis in a white puffy coat. The fake image went viral, receiving...
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