H&M to use digital clones of models in ads and social media

The fashion retailer H&M is to use Artificial Intelligence (AI) to create a digital “twins” of 30 models.

It says that it will use AI dopelgangars in some social media posts and will marketing in place of humans, if allowed by the model.

In a statement, its chief creative officer Zorgen Anderson said, “We are curious to know how to show your fashion in new creative ways – and embrace the benefits of new technology – while being right for our commitment to personal style.”

Despite H&M’s claim, it will not change its “human-focused approach”, some fear. This step may affect other models, photographers and makeup artists.

American Influencer Morgan Riddle called H&M’s Kadam “shameful” in a post on his Instagram stories.

“Rip for all other jobs on the shoot set that it will take away,” he posted.

The Swedish fashion giant, which also operates Archet, Cos, Monki, and other stories and working days, says that 75 markets have more than 4,000 stores worldwide.

The initiative was first reported Industry Publication Business Fashion,

H&M told the outlet that the models would maintain their use of their digital replicas and their rights to use for purposes such as marketing by company and other brands.

Its images are initially likely to be used in social media posts, with watermarks that clarify their use of AI, the couple.

Platforms such as Instagram and Tiktok require users to disclose the use of AI to create realistic materials, and are labeled to inform the audience.

H&M also stated that the model will be compensated for the use of their digital twin children in a similar way for current arrangements – which pays them for the use of their images based on the rates of agreed by their agent.

Paul W Fleming, General Secretary of Trade Union Equity – who represents the fashion model in the UK – stated that the models have complete control over their equality and the appropriate salary for its use was “important”.

He said, “As long as we support the brands moving in this direction, it should be supported by the Sangh agreements and the AI ​​security in the law widely supported which protects the rights of the workers,” he told the BBC.

Like many other trade unions representing equity, artists and creatives, Preaching for better security for workers Between the online AI-related material and the explosion of the initiative.

“Unfortunately, there is no such protection in the current scenario,” Mr. Fleming said, on a large scale by large tech and AI developers, on a large scale, citing illegal scraping of their model members’ work.

Firgs, including Hugo Boss and Levy Strauss & Company, have also dubbed using generic AI for product images.

Denim legend levy Said in 2023 This will test the use of AI-based model images as a way of “diversity”.

After criticism, it was clarified that it would not return the live photoshoot with the model.

The generative AI can create photo-ethics images in response to simple text signals at high speed and low cost.

Because of this, it has been seized as a way to meet the demands of materials such as marketing materials by many industries and firms.

But its use by fashion and beauty brands has promoted backlash, it can reduce its enhanced and reduced job opportunities.

With some fear it can do less work for production staff on photoshoot, including photographers, stylists, makeup artists and Prakash auxiliary.

The company says that it is working with the Swedish tech firm on the development of AI equality of the model.

Uncut says that on its website it is “helping big brands say goodbye to old production methods” and making material manufacturing “simple, smart and more economical”.

For some models, however, being a so -called “AI Twin” may allow them to be allowed To do more work and travel,

“He is like me, without a jet-lag,” said model Mathilda Gavarliai in the H&M image shared with a fashion business.

However, Mr. Fleming told the BBC that the models are still “forced to sign inappropriate contracts that deny them their rights of ownership and fair compensation”.

He said, “This is a disgusting violation when all our similarities are incredibly individual to each of us,” he said.