H&M has introduced AI-generated digital clones of around 30 models for its marketing efforts, enabling these models to own rights to their digital representations and earn from them. While this innovation presents benefits such as new income streams and greater control over personal likeness, it raises concerns about job displacement for other industry professionals like makeup artists. H&M's chief creative officer acknowledges both the potential upsides and risks, marking a shift in how brands may operate amid economic pressures and resource constraints. As other brands, like Levi's and Hugo Boss, explore similar paths, the ramifications on traditional modeling and influencer marketing are becoming apparent.
H&M's initiative to use AI-generated digital clones of models aims to reduce costs and increase efficiency, but raises significant concerns about job opportunities in the modeling industry.
While digital twins provide models with new income opportunities and control over their likeness, the shift towards virtual representations threatens the livelihoods of makeup artists and other on-set professionals.
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