Fashion retailer H&M has announced a groundbreaking initiative to utilise artificial intelligence (AI) by creating digital clones of 30 models for its advertising and social media campaigns. This innovative approach aims to explore new creative avenues while maintaining a commitment to personal style, although it raises concerns about the potential impact on traditional modelling jobs.
Key Takeaways
H&M will create AI-generated digital twins of 30 models for marketing purposes.
Models will retain rights over their digital likenesses and will be compensated for their use.
The initiative has sparked debate about job security for traditional models and industry professionals.
H&M aims to maintain a human-centric approach despite the technological shift.
The Digital Twin Initiative
H&M's chief creative officer, Jörgen Andersson, expressed excitement about the potential of AI to showcase fashion in innovative ways. The company plans to use these digital replicas in social media posts and marketing materials, provided they have the models' consent. The images will be clearly marked to indicate their AI-generated nature, adhering to guidelines set by platforms like Instagram and TikTok.
Concerns Over Job Security
Despite H&M's assurances of a human-centric approach, many in the fashion industry are concerned about the implications of this move. Influencer Morgan Riddle labelled the initiative as "shameful," highlighting fears that it could lead to job losses for photographers, make-up artists, and other professionals involved in traditional photoshoots.
Rights and Compensation for Models
H&M has stated that models will retain control over their digital likenesses and will be compensated similarly to current arrangements. This means that models will receive payment based on rates negotiated through their agents. Paul W Fleming, general secretary of the trade union Equity, emphasised the importance of models having full control over their likenesses and fair compensation for their use. He noted that while the initiative is a step forward, it must be supported by robust protections for workers' rights in the rapidly evolving landscape of AI-generated content.
The Broader Impact of AI in Fashion
The use of AI in the fashion industry is not unique to H&M. Other brands, such as Hugo Boss and Levi Strauss & Co, have also begun experimenting with generative AI for product images. Levi's, for instance, announced plans to use AI-generated model images to enhance diversity in their marketing, while clarifying that they would not reduce live photoshoots.
The Future of Modelling
As generative AI technology continues to advance, it presents both opportunities and challenges for the fashion industry. For some models, having an AI twin could mean increased work opportunities without the need for travel. However, concerns remain about the fairness of contracts and the potential for exploitation in an industry that is increasingly leaning towards automation.
In conclusion, H&M's decision to incorporate digital clones of models into its advertising strategy marks a significant shift in the fashion landscape. While it opens up new creative possibilities, it also raises important questions about the future of modelling and the rights of those whose likenesses are being replicated. As the industry navigates this new terrain, the balance between innovation and job security will be crucial.
