H&M, a popular fashion retailer, plans to use artificial intelligence (AI) to create digital versions of 30 models. These AI “twins” will be used in social media and marketing with the models’ permission.
The company aims to explore new ways to showcase its fashion while embracing technology. However, some are concerned that this move could impact professionals in the industry.
American influencer Morgan Riddle criticized H&M’s decision, expressing concern for the jobs this might replace on photoshoot sets.
Models will retain control over their digital replicas, with watermarks indicating AI use. They will also be compensated similarly to traditional image rights agreements.
Other fashion brands like Hugo Boss and Levi Strauss & Co are also delving into generative AI for marketing. Levi’s, for example, is using AI to increase diversity in its images.
Despite the benefits of AI technology, there are ongoing discussions about the implications for job opportunities and fair compensation in the fashion industry.
Vocabulary List:
- artificial /ˌɑːr.tɪˈfɪʃ.əl/ (adjective): Made or produced by human beings rather than occurring naturally.
- explore /ɪkˈsplɔːr/ (verb): To investigate or study something in order to discover more about it.
- concerned /kənˈsɜːrnd/ (adjective): Worried or anxious about something.
- compensated /ˈkɑːm.pən.seɪ.tɪd/ (verb): To give someone something typically money in recognition of loss suffering or injury.
- diversity /daɪˈvɜːrsɪti/ (noun): The state of being diverse; variety.
- implications /ˌɪmplɪˈkeɪʃənz/ (noun): The conclusions that can be drawn from something although they are not explicitly stated.
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