H&M has begun creating digital replicas of models, notably Mathilda Gvarliani, as part of a marketing initiative. While this innovative approach could streamline fashion shoots, it has raised concerns among industry insiders regarding the potential displacement of human workers, including freelance models, stylists, and makeup artists. H&M assures that models maintain control over their digital twins and will be compensated when used. The company aims to adopt AI responsibly, balancing technological advancement with the importance of human creativity in the fashion process.
H&M is using digital replicas of models, raising concerns among industry insiders about the potential impact on human labor in fashion shoots.
The initiative allows models to control the use of their digital twins, ensuring they are compensated for appearances in marketing materials.
Hacan Andersson emphasized that H&M is exploring AI technology while prioritizing collaboration with creatives and maintaining a human-centric approach.
Jorgen Andersson stated that the company aims for a balance between innovation through digital twins and preserving the integrity of human contributions.
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