The plans of the Swedish fashion giant H&M to generate digital clones of 30 models using artificial intelligence (AI) for the upcoming social media and marketing campaigns have caused a reaction from various sectors that are interested in implications for human jobs in the fashion industry. Critics argue that replacing real models with digital versions can endanger the life experiences of models, photographers and other creative professionals involved in traditional fashion shoots.
While H&M assures that models will maintain their rights to their digital duplicates and receive compensation similar to current deals, the move has asked questions about authenticity and future of fashion. “We are iousubopitic to explore how to show our fashion in new creative ways – and to accept the benefits of new technology – as we remain faithful to our personal style commitment,” H&M chief creative director, Jorge Anderson, said.
Fashion retail is collaborating with the Swedish technology firm UNCUT to bring these AI models to life, reflecting a wider trend among fashion brands such as Levi Strauss and Co, who explore similar AI -driven strategies.
In accordance with the requests for the Social Media Platform, H&M AS inscriptions will carry watermarks to inform the audience of the digital nature of the content. However, concerns persist despite these transparency measures. However, these moves have often been filled with skepticism due to their perceived threat to traditional industry roles. US influential Morgan Ridl has criticized H&M’s decision as “shameful”, expressing fears of potential job losses in a set.
The founder of the Model Alliance Sarah Zif has expressed “serious concerns about the use of digital replicas without significant protection”. She highlighted the risk of roles in the transition of AI historically fulfilled by people, asking critical questions about consent and compensation in the fashion sector.
While some in the modeling industry find that AI as a potential way to accept greater work, the comprehensive impact on workers’ rights and job security remains controversial. As digital content is becoming more widespread, the fashion industry is facing a challenging act of balancing between accepting innovation and preserving employment.
The introduction of H&M for models generated by AI signifies a significant change in digitization in fashion, with stakeholders in the industry watching carefully how it affects the employment landscape. The dialogue on innovation versus the displacement of the work continues as the role of AI in fashion expands.
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