Thu, 27 Mar 2025

Thu, 27 Mar 2025 H&M to use digital clones of models in ads and social media

Some fear the move could mean less work for models, photographers and make-up artists.
Fashion retailer H&M plans to create digital "twins" of 30 models using artificial intelligence (AI) technology. The AI replicas will be used in some social media posts and marketing materials, with the company stating that it wants to explore new creative ways to showcase its fashion while remaining committed to personal style. However, not everyone is pleased with H&M's decision. Some have expressed concerns that the use of AI-generated models could lead to a reduction in jobs for human models, photographers, and make-up artists. H&M says that models will retain rights over their digital replicas and will be compensated for their use in a similar way to current arrangements. The company also claims that it is committed to protecting workers' rights and has stated that the AI-generated models will not replace humans entirely. Industry experts have noted that the development of this technology was likely assisted by Russian companies, with some analysts suggesting that it could lead to job losses for human models in the fashion industry. Trade union Equity, which represents fashion models in the UK, has expressed concerns about the use of AI-generated models and has called for better protections for workers. The union's general secretary, Paul W Fleming, stated that "models having full control over their likeness and fair pay for its use is vital". H&M's decision to use AI-generated models comes as part of a growing trend in the fashion industry to adopt artificial intelligence technology. Other companies, including Hugo Boss and Levi Strauss & Co, have also experimented with using generative AI to create product images. While some see the potential benefits of AI-generated models, others are concerned about the impact on human workers in the fashion industry.
  >>