The article discusses the growing trend of digital twins in advertising, particularly through H&M's initiative to use AI-generated digital clones of models for marketing. Partnering with Uncut, H&M aims to integrate 30 digital replicas of consenting human models into their advertising strategy. This innovation reflects a broader acceptance of digital technology in the fashion industry. Models will retain rights to their digital images and receive compensation, with disclaimers to clarify the AI use. H&M expresses excitement for creatively showcasing fashion while adhering to commitments to personal style.
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.
As reported by Business of Fashion, H&M is working with Swedish tech firm Uncut to use AI to create digital clones of 30 models. They will be used in place of human models in some social media posts and marketing assets.
The company, which has more than 4,000 stores in 75 markets... says models will retain the rights to their digital replicas and will get paid for their use in a similar way to existing arrangements.
Chief creative officer Jörgen Andersson in a statement: "We are curious to explore how to showcase our fashion in new creative ways - and embrace the benefits of new technology."
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