H&M plans to create 30 digital clones of its models, aiming to innovate responsibly by involving both models and agencies in the process. The models will retain rights to their likenesses, allowing them to work across brands and earn from their digital twins. While this initiative has garnered support for compensating models, industry voices raise concerns about the broader implications for worker rights and ethical AI application in a field marked by precarious employment.
The race to 'innovate' in the area of artificial intelligence must also not be a race to the bottom to increase profits. Artificial intelligence would not be possible without human artistry and labour, and humans should remain at the centre of creative endeavours.
H&M's new initiative raises critical questions about consent and compensation, and has the potential to further undermine the already precarious careers of many workers in the fashion industry.
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