H&M is set to revolutionize its advertising campaigns with the help of digital avatars of models, but at what cost for human creatives?
The Swedish fashion giant, H&M, has announced its intention to create digital clones of 30 ‘models using artificial intelligence (AI)’. This innovative approach aims to showcase the brand’s fashion in new creative ways while embracing the benefits of technology. The company claims that it will use these digital ‘twins’ in social media posts and marketing campaigns, provided they receive permission from the models.
Hennes & Mauritz AB, commonly known as H&M, is a Swedish multinational clothing company founded in 1947 by Erling Persson.
Initially, the store sold women's clothing under the name Hennes (Swedish for 'hers').
In 1968, Persson acquired a hunting apparel retailer called Mauritz Widforss, which became the basis for the men's collection.
The company went public in 1974 and expanded globally, introducing its first store outside of Sweden in 1976.
The Benefits and Concerns
H&M’s chief creative officer, Jörgen Andersson, stated that the company is curious to explore new ways to showcase its fashion while staying true to its commitment to personal style. However, some experts and models have expressed concerns about the potential impact on human models, photographers, make-up artists, and other creatives.
American influencer Morgan Riddle called ‘H&M’s move shameful,’ stating that it would take away jobs on shoot sets. Paul W Fleming, general secretary of trade union Equity, which represents fashion models in the UK, emphasized the importance of models having full control over their likeness and fair pay for its use. He also highlighted the need for better protections for workers amid an explosion of AI-generated content.
The Use of Generative AI
Generative AI can create photo-realistic images in response to simple text prompts at high speed and low cost. This technology has been increasingly adopted by industries, including fashion and beauty, as a way to meet demands for content such as marketing material. However, its use has sparked backlash amid concerns that it could reduce job opportunities.
The Company’s Stance
H&M claims that models will retain rights over their digital replicas and their use by the company and other brands. The images are likely to be initially used in social media posts with watermarks that make their AI use clear. The company also stated that models would be compensated for the use of their digital twins in a similar way to current arrangements.
A New Era in Fashion Marketing
H&M’s decision to create digital clones of models marks a new frontier in fashion marketing. While some see this as an innovative approach, others are concerned about the potential impact on human creatives. As the industry continues to evolve, it is essential to prioritize fair compensation and protections for workers.
Key Takeaways
-
H&M plans to use AI-generated digital clones of 30 models in social media posts and marketing campaigns.
-
The company claims that models will retain rights over their digital replicas and be compensated fairly.
-
Some experts and models have expressed concerns about the potential impact on human creatives and job opportunities.
Related Topics
- Artificial intelligence
-
Fashion
-
Marketing
-
Creative industries
