H&M has announced plans to create AI replicas of 30 models for its marketing efforts, a move that has sparked concern within the fashion industry. While the company claims this innovation will enhance creative processes, critics fear it could harm jobs across the sector. Models could book their AI counterparts for shoots, allowing them to be in multiple places at once, but industry unions warn this technology might disadvantage other creative roles. 54% of workers surveyed believe AI will negatively impact fashion creativity, mirroring Hollywood's ongoing disputes over AI use.
...described the idea as something that will enhance our creative process and how we work with marketing but fundamentally not change our human-centric approach in any way.
Images of AI and human, side by side, look scarily lifelike.
It is hard to see how using technology will not have a significant detriment to other fashion creatives and industry workers, from make-up and hair, to rigging and lights.
There are a lot of open questions, and one of them is about compensation and the future of modeling in a world of AI.
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