H&M’s Bold Move to Create AI ‘Twins’ of Models Raises Eyebrows

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H&M's innovative approach uses AI to create digital twins of models for marketing purposes.

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News Summary

H&M is creating AI twins of 30 real-life models for marketing, stirring debate on the ethics surrounding AI in fashion. While some celebrate innovation, others raise concerns over exploitation and fairness in compensation for models. The initiative highlights the ongoing discussion about AI’s role in creative industries and the potential impacts on workers’ rights.

H&M’s Bold Move to Create AI ‘Twins’ of Models Raises Eyebrows

In an exciting yet controversial development, H&M has announced its plan to create AI twins of 30 real-life models! This initiative, launched with the models’ permission, will be used for social media and marketing campaigns. While some see this as a creative advancement, others are raising concerns about potential exploitation in the fashion industry.

What’s the Idea Behind AI Twins?

Jörgen Andersson, the company’s chief creative officer, shared that this initiative aims to enhance the creative process while ensuring a human-centric approach. With these AI models, real models can book their AI counterparts for photoshoots with other brands, which could lead to interesting collaborations across the industry. Model Mathilda Gvarliani humorously remarked that her AI twin is “like me, without the jet-lag,” showing a light-hearted perspective on the technology’s benefits.

The Industry Reacts

However, not everyone is thrilled about this futuristic development. Some industry voices express dismay, echoing worries similar to those emerging from Hollywood’s experience with AI in film and TV. While big names like Levi’s and Hugo Boss have dabbled in using AI models, the conversation surrounding workforce impact is heating up.

Philippa Childs, head of the Bectu union, warned that even with models getting compensated, AI could have trickle-down effects on others working in fashion, like makeup artists and stylists. In fact, a survey revealed that 54% of Bectu workers believe that AI will bring about negative changes to the fashion industry.

Concerns Over Fair Compensation

Sara Ziff, the founder of Model Alliance, echoed similar sentiments regarding the need for fair compensation for these digital twins. In H&M’s defense, the company has committed to compensating models when their AI counterparts are utilized, with fees being negotiated through agencies. This commitment is certainly a step toward ensuring that the models feel valued and respected even in the AI age.

Sinead Bovell, another model in the industry, raised important issues about regulation and the potential exploitation linked to AI. As models and industry professionals express their concerns, it’s essential to acknowledge both the challenges and opportunities that this technology presents.

Regulatory Changes on the Horizon

For those concerned about the implications of AI in the modeling world, there’s hope on the horizon. The Model Alliance’s Fashion Workers’ Act is set to be enacted in California this June, requiring models to provide consent for any AI usage. Across the Atlantic, the European Union is also working on an AI Act to take effect in 2026, aimed at mandating the labeling of AI-generated images.

What About Creativity and Diversity?

Lucy Yeomans, a former editor at Harpers Bazaar, weighed in on the limitations of AI, particularly regarding its ability to drive innovation in the fashion world. Critics argue that while high-profile models could score hefty paychecks, entry-level models may find themselves facing fewer job openings due to AI reliance.

In the midst of this debate, opinions vary. Michael Musandu, founder of Lalaland AI, asserted that AI could actually lead to greater diversity in model representation. However, there is skepticism about AI’s potential to perpetuate bias and exclude the unique creative perspectives brought by real human models.

Financial Motives Behind the Initiative?

Interestingly, H&M’s recent financial results indicated a sluggish start to 2025, leading some to speculate that cost-cutting measures such as AI integration may be driven by underlying financial motives. Nevertheless, H&M has reassured stakeholders of its commitment to a human-centric approach and expressed intentions to continue collaborating with creatives in the industry.

The Bigger Picture

As H&M’s initiative sparks conversations around the use of AI in creative industries, it opens the door to broader questions regarding the potential implications for workers’ rights. With both exciting opportunities and pressing challenges at the forefront, the fashion industry stands at a crucial crossroads. Will AI technology elevate creativity or pose a threat to its core human elements? Only time will tell.