Liv McMahon
Technological journalist
Getty images
The H&M fashion retailer must use artificial intelligence (AI) to create digital “twins” of 30 models.
He indicates that he will use Doppelgangers of AI in certain social media publications and marketing in place of humans, if the models are given.
“We are curious to explore how to present our mode of new creative ways – and to adopt the advantages of new technology – while remaining faithful to our commitment to personal style,” his creative director Jörgen Andersson said in a statement.
Despite the claim of H&M, he would not change his “approach centered on humans”, some fear that the movement could have an impact on other models, photographers and make -up artists.
American influencer Morgan Riddle called the “shameful” H&M movement in an article on his Instagram stories.
“Rip to all the other jobs on filming that it will take away,” she posted.
The Swedish fashion giant, who also operates Arket, COS, Monki and other stories and on weekdays, says that he has more than 4,000 stores worldwide in 75 markets.
Filigrane and signaling
The initiative was reported for the first time by the publication of the fashion industry.
H&M has declared to the point of sale that the models would retain rights on their digital replicas and their use by the company and other brands for purposes such as marketing.
His images are likely to be initially used in social networks publications, with watermarks that make their use clear, he added.
Platforms like Instagram and Tiktok oblige users to disclose the use of AI to create realistic content, and it is labeled as such to inform the public.
H&M also said that the models would be compensated for the use of their digital twins in the same way as current arrangements – which sees them paid for the use of their images according to the rates contained by their agent.
Paul W Fleming, secretary general of unions equity – who represents models in the United Kingdom – said that the models with total control over their resemblance and their equitable salary for its use were “vital”.
“While we support the marks that seem to evolve in this direction, this must be supported by the general adoption of AI protections in the agreements and the legislation of the unions which protect the rights of workers,” he told BBC.
Equity, like many other unions representing artists and creatives, has campaigned for better protections for workers in the midst of an explosion of content generated by AI and online initiatives.
“Unfortunately, the current landscape has little or no of these protections,” added Mr. Fleming, citing the mass and the illegal scratch of the work of their members of the model by the developers of Big Tech and AI without their consent.
Fashion companies, including Hugo Boss and Levi Strauss & Co, have also tried the use of generative AI for product images.
The Denim Levi’s giant declared in 2023 that it would be the subject of the use of images of the model generated by AI as a means of “increasing diversity”.
After the criticism, he said that he would not reduce live photo sessions with models.
The generative AI can create photo-realistic images in response to simple text prompts at high speed and low cost.
For this reason, it has been seized by many industries and companies as a way to respond to content requests such as marketing equipment.
But its use by fashion and beauty brands has aroused the counterpouss in the middle of the concerns that its increased adoption could reduce the possibilities of employment.
Some fear that this can lead to less work for production staff on photo sessions, including photographers, stylists, make -up artists and lighting assistants.
The company says it works with the Swedish technology company not cut on the development of AI like the model.
Any note says on his website that he “helps major brands say goodbye to obsolete production methods” and to make the creation of content “simpler, smarter and more affordable”.
For some models, however, having a so-called “Twin Ai” can allow them to take more work and avoid travel.
“She is like me, without the Jet-Lac,” said the Mathilda Gvarliani model in an H&M image shared with fashion affairs.
Mr. Fleming, however, told the BBC that the models were always “forced to sign unjust contracts which refuse their rights to property and to fair compensation”.
“This is an odious violation when all our resemblances are incredibly personal with each of us,” he added.
