H&M Introduces AI-Generated Digital Twins of Models for Marketing
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H&M to use digital clones of models in ads and social media
Fashion retailer H&M is to use artificial intelligence (AI) to create digital "twins" of 30 models. It says it will use the AI doppelgangers in some social media posts and marketing in the place of humans, if given permission by models. "We are curious to explore how to showcase our fashion in
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Look Again: That H&M Model Showing Off a New Look May Be a Digital Clone
Sign up for the On Tech newsletter. Get our best tech reporting from the week. Get it sent to your inbox. In two photographs taken for the fashion retailer H&M, the model Mathilda Gvarliani is seen posing in a white tank top and jeans. The images look like takes from the same shoot, but one of the
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Calling all fashion models ... now AI is coming for you
As fashion brands create AI 'twins' with models' permission, some believe this is just another form of exploitation The impact of AI has been felt across industries from Hollywood to publishing - and now it's come for modelling. H&M announced last week that it would create AI "twins" of 30 models
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Digital doppelgangers to appear in H&M ads
Next time you spot an H&M ad, take a closer look to see if it features an AI-generated model. The clothing giant has revealed that it will start using AI to generate digital replicas of 30 of its models for use in ads and social media posts -- provided they give their permission, that
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Digital Doppelgangers: H&M Explores AI Digital Twins for Fashion Retail | PYMNTS.com
Swedish retail giant H&M is creating 30 digital twins of human models this year as it explores new ways to showcase its clothes, shoes and accessories. The news, first reported by Business of Fashion, would potentially be used in marketing campaigns and social media posts. H&M confirmed the
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H&M's digital clone models are already causing controversy
We've been hearing a lot in the past year about the rise of digital twins in advertising. They've been used in the automotive sector for years, but the faster-moving consumer goods sectors has been slower to adopt them. That's started to change with the adoption of game engines like Unreal Engine
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H&M is creating digital replicas of 30 models using AI for use in social media and marketing campaigns, sparking discussions about the future of fashion industry jobs and ethical considerations.
H&M's AI Model Initiative
Fashion retailer H&M has announced plans to create digital "twins" of 30 models using artificial intelligence (AI) technology
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. These AI-generated replicas will be used in social media posts and marketing campaigns, with the company emphasizing that they will only be utilized with the models' permission2
.The Technology and Its Implementation
The AI-generated models are designed to be indistinguishable from their human counterparts. H&M has showcased examples of models alongside their digital clones, demonstrating the technology's capabilities
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. The company plans to use watermarks on AI-generated images to comply with social media platform regulations4
.Model Rights and Compensation
H&M has stated that models will retain rights over their digital copies and have control over how they are used
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. The company has also committed to compensating models for the use of their AI replicas, with rates reportedly similar to in-person shoots5
.Industry Concerns and Reactions
The initiative has sparked concerns within the fashion industry about potential job losses for models, photographers, makeup artists, and other professionals
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. Critics argue that while high-profile models may benefit, those typically featured in e-commerce shoots could face significant challenges3
.Legal and Ethical Considerations
The Fashion Workers Act, set to take effect in June in New York State, aims to address some concerns by providing protections for models, including pay transparency and control over digital replicas
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. Additionally, the EU's AI Act, coming into effect in 2026, will require AI-generated images to be labeled as such3
.Related Stories
Potential Benefits and Drawbacks
Proponents argue that AI models could enhance diversity in fashion marketing and reduce costs for brands
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. However, critics worry about the long-term impact on job opportunities and the potential for exploitation of models' images3
.Future Implications
As AI technology continues to advance, the fashion industry may see more brands adopting similar approaches. This trend could lead to further discussions about the balance between technological innovation and preserving human creativity in the fashion world
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.References
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