H&M's Digital Models: Fashion’s New Frontier

H&M is stepping into the future with AI-generated digital twins of 30 models, ready to dazzle on social media and marketing campaigns.

Chief Creative Officer Jörgen Andersson is excited to blend technology with personal style, but not everyone is thrilled. Critics, like influencer Morgan Riddle, fear for the jobs of photographers and make-up artists, dubbing the move "shameful."

H&M assures us that these AI doppelgangers won't replace humans entirely. Models will still control their digital likenesses and get paid for their virtual gigs. Watermarks will make it clear when AI is at play, keeping transparency in check.

---

Want to hear more? Join Mal & Matt on the Property AI Report Podcast each week!

Access from your preferred podcast provider by clicking here

---

As AI-generated content becomes more prevalent, trade unions like Equity are pushing for better protections. They argue that while AI can boost diversity and efficiency, it shouldn't come at the cost of workers' rights. Paul W Fleming of Equity stresses the importance of fair compensation and control over one's likeness.

The fashion industry is no stranger to AI, with brands like Hugo Boss and Levi Strauss & Co experimenting with generative AI. Levi's, for instance, is exploring AI to enhance diversity but promises not to ditch live photoshoots.

While AI promises a world of creative possibilities, it also raises concerns about job displacement. Yet, some models see a silver lining. Mathilda Gvarliani, for instance, enjoys the perks of her AI twin, like skipping the jet-lag.

As H&M partners with Swedish tech firm Uncut to develop these digital models, the fashion world watches closely. Will AI be a fashion faux pas or the next big trend? Only time will tell!

---

Want to hear more? Join Mal & Matt on the Property AI Report Podcast each week!

Access from your preferred podcast provider by clicking here

---

Made with TRUST_AI - see the Charter: https://www.modelprop.co.uk/trust-ai