Fashion retailer H&M is making headlines with its innovative approach to advertising by integrating artificial intelligence (AI) into its marketing strategies. The company plans to create digital "twins" of 30 real models, allowing these AI-generated avatars to showcase clothing in ads and on social media platforms. This initiative aims to streamline the content creation process, reducing the need for traditional photoshoots that involve photographers, makeup artists, and stylists. By utilizing AI technology, H&M hopes to present its fashion offerings in a fresh and engaging manner while maintaining a commitment to personal style and creativity.

The process of creating these digital twins involves capturing multiple photographs of each model from various angles and lighting conditions. These images are then fed into an AI system that generates a lifelike digital representation of the model. H&M's business development manager, Louise Lundquist, noted that this new method will significantly impact how the company produces marketing content, although specific details about these changes remain uncertain. The digital twins will be prominently featured in upcoming campaigns, with watermarks indicating their AI origins to ensure transparency with consumers.

While H&M emphasizes that models will retain ownership over their digital likenesses and receive compensation akin to traditional agreements, concerns have been raised about the broader implications of this technology. Critics argue that the use of AI models could threaten job opportunities for human workers in the fashion industry, including photographers and makeup artists. Influencer Morgan Riddle has publicly criticized H&M's decision, suggesting that it may detract from the livelihoods of those involved in traditional fashion shoots. Additionally, trade unions representing models advocate for stronger protections and fair remuneration as the industry navigates this technological shift.

The introduction of AI-generated models raises important questions about rights and compensation in the creative sector. Models will be compensated for the use of their digital twins, which is a positive aspect of H&M's initiative. However, there are concerns about how this technology might reshape the economic landscape of fashion marketing. As companies increasingly turn to AI for content creation, traditional roles within the industry may diminish or evolve dramatically. The potential for digital clones to be licensed indefinitely poses risks for models who may find themselves sidelined as brands opt for cost-effective virtual representations over human talent.