"According to H&M, the digital twins will initially appear in social media posts, clearly marked with watermarks to indicate their AI origin, in compliance with platform guidelines on Instagram and TikTok that require disclosure of AI-generated content."
"The announcement has sparked concern among industry professionals about the potential impact on jobs traditionally associated with photoshoots, including models, photographers, stylists, and makeup artists."
"Influencer Morgan Riddle described the move as "shameful," highlighting fears about job displacement on set."
"H&M emphasized that models will retain rights over their digital likenesses and will be compensated for their use, following existing industry agreements."
H&M plans to create AI-generated digital replicas of 30 models for marketing campaigns and social media, using explicit permission from the models involved. The digital twins will appear in social posts and will be watermarked to indicate their AI origin, complying with Instagram and TikTok disclosure guidelines. The initiative aims to enable faster, more cost-effective content production while showcasing fashion and maintaining personal style and creative expression. Industry professionals expressed concern about potential job losses for models, photographers, stylists, and makeup artists. H&M affirmed that models will retain rights to their likenesses and receive compensation under existing agreements, while unions call for stronger legal protections as AI adoption grows.
Read at GREY Journal
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