Fashion retailer H&M plans to create AI ‘digital twins’ of 30 models for use in social media and marketing campaigns.
Models are said to maintain rights over their digital replicas and receive compensation similar to traditional arrangements.
Chief Creative Officer Jörgen Andersson has said ‘we are curious to explore how to showcase our fashion in new creative ways, and embrace the benefits of new technology, while staying true to our commitment to personal style.’
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The initiative has sparked debate within the fashion industry.
American influencer Morgan Riddle labeled H&M’s move ‘shameful,’ expressing concern for the diverse range of jobs on shoot sets.
Trade unions have emphasised the importance of protecting workers’ rights amid the rise of AI-generated content. Paul W. Fleming, general secretary of Equity, stated that models having full control over their likeness and fair pay for its use is ‘vital.’
The venture has arisen from a collaboration with Swedish tech firm Uncut to develop the AI likenesses. Uncut aims to help brands move away from outdated production methods, making content creation more efficient.
Some models have maintained they see benefits in having an AI twin. Model Mathilda Gvarliani remarked in the release campaign, ‘she’s like me, without the jet-lag.’
This follows a similar move by Levi’s in 2023, who announced it would trial AI-generated images to ‘increase diversity.’ The move was met with online backlash, which prompted Levi’s to clarify it would not reduce live photoshoots.
The use of AI has raised concerns about potential job displacement for creative workers such as photographers, stylists, and makeup artists.
As AI technology evolves, the fashion industry faces the challenge of balancing innovation with ethical considerations and the preservation of human creativity.