H&M to Use Digital Clones of Models in Ads and Social Media
TL;DR
- H&M announces plans to utilize AI-generated digital "twins" of 30 models in upcoming marketing campaigns.
- While the initiative aims to enhance creative marketing efforts, concerns arise over potential job reductions for human workers in the industry.
- H&M guarantees models will retain ownership of their digital likenesses and will be compensated similarly to traditional arrangements.
- Industry reactions are mixed, signaling both excitement for innovation and apprehension about the implications for labor rights.
Introduction
Swedish fashion retailer H&M has unveiled a groundbreaking initiative to incorporate artificial intelligence (AI) into its marketing strategy. The company plans to create digital "twins" of 30 models, using AI to generate virtual replicas that will feature in social media posts and other marketing materials. In a statement released by the company, Chief Creative Officer Jörgen Andersson emphasized their commitment to exploring new creative methodologies while respecting the personal styles and rights of the models involved.
The Digital Twins Initiative
The digital clones of models will be developed in collaboration with the models and their respective agencies, ensuring that consent and rights are paramount in the process. Andersson stated, "We are curious to explore how to showcase our fashion in new creative ways… while staying true to our commitment to personal style." Each digital twin will retain ownership rights, allowing models to license their likenesses for use by H&M or competing brands, thus giving them a level of control not traditionally afforded to fashion models[^1].
H&M's venture follows the footsteps of other fashion brands, such as Levi's and Hugo Boss, which have experimented with AI in marketing. However, unlike previous attempts, H&M insists on involving human models at each stage of development, aiming to create a transparent relationship with its talent[^2].
Concerns Over Job Reductions
Despite H&M's assurances, the move has sparked concerns within the fashion industry about the potential impact on employment for models, photographers, make-up artists, and other essential roles in fashion marketing. Influencer Morgan Riddle expressed her dismay on social media, stating, "RIP to all the other jobs on shoot sets that this will take away." This sentiment is echoed by trade unions advocating for the rights of workers in the creative fields, who argue that the unregulated use of AI could lead to diminished job opportunities across the board[^3].
Paul W Fleming, General Secretary of the trade union Equity, noted the necessity for fair compensation and protections for models. He remarked, "Having full control over their likeness and fair pay for its use is vital," underscoring the need for industry safeguards as AI technology becomes more prevalent[^4].
Mixed Reactions from the Industry
The industry's response to H&M's digital twin initiative has been mixed. While many see it as an exciting advancement, others highlight ethical implications regarding representation and unrealistic beauty standards. Alyssa Hardy, Style Director of Teen Vogue, discussed how AI could potentially exacerbate issues of body image by presenting artificially enhanced versions of models that perpetuate unattainable ideals[^5]. Critics argue that if AI-generated models become the norm, authentic human stories and experiences may be lost in favor of digital simulations.
As generative AI technology advances, the speed and efficiency with which brands can produce content will likely reshape the marketing landscape. However, there are growing calls for ethical usage and industry standards to be established that prioritize genuine human involvement and creativity[^6].
Conclusion
H&M's ambitious plan to use digital clones of models in advertisements represents a significant shift in the fashion marketing landscape. While it offers innovative advantages for content creation, the initiative opens a crucial dialogue about the future of work in the fashion industry and the ethical implications of AI-driven marketing. As the dynamics of fashion evolve, stakeholders must navigate the balance between technological advancement and preserving the human essence central to storytelling in fashion.
References
[^1]: H&M Knows Its AI Models Will Be Controversial (2025-03-25). "H&M Knows Its AI Models Will Be Controversial". The Business of Fashion. Retrieved March 27, 2025.
[^2]: McMahon, Liv (2025-03-27). "H&M to use digital clones of models in ads and social media". BBC News. Retrieved March 27, 2025.
[^3]: Eaton, Kit (2025-03-25). "Clothing Giant H&M Will Use Models’ AI-Made Digital Twins, Consent Included". Inc. Retrieved March 28, 2025.
[^4]: Hardy, Alyssa (2025-03-27). "H&M Is Tapping AI Models. Here’s Why It Could Be Problematic". Yahoo News. Retrieved March 27, 2025.
[^5]: Vogue Business (2025-03-25). "The Fake Fashion Campaigns That Show AI’s Future in Marketing". Business of Fashion. Retrieved March 27, 2025.
[^6]: Nackstrand, Jonathan (2025-03-27). "H&M to use AI model 'twins'". LinkedIn. Retrieved March 28, 2025.
Metadata
- Keywords: H&M, digital twins, AI models, fashion marketing, job displacement, ethical implications, workers' rights