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Fashion giant H&M plans to use AI clones of its human models. Not everyone is happy

H&M plans to create 30 digital clones of its models this year, sparking backlash within the fashion industry amid growing concerns about AI's impact on workers.
The move towards AI-generated models and influencers is becoming increasingly common, as demonstrated by Mango's AI-generated campaign launched in July of last year to promote its youth range and the emergence of the world's first AI beauty pageant.
Fashion workers, including make-up artists and hair stylists, face potentially precarious careers, with H&M's initiative raising critical questions about consent, compensation, and potential job displacement, especially given the fashion industry's historical lack of worker protections.
Equity's general secretary Paul W. Fleming welcomed the pledge to pay models for their likeness, but emphasized the need for widespread AI protections in union agreements and legislation, stating that the 'race to innovate in AI must not be a race to the bottom to increase profits'.
Following criticism, both H&M and Levi Strauss & Co., which announced in March 2023 it would use AI-generated models to supplement human models, clarified that they are not scaling back plans for live photo shoots, while H&M stated that models would own the rights to their digital twins and be paid for their use like any campaign production.

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France Info

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Fashion mannequins created by artificial intelligence: "Warning possible drifts", warns a lawyer

The Swedish ready-to-wear giant H&M wants to generate "digital replicas" of models for advertising campaigns, thanks to artificial intelligence. Lawyer Jonathan Elkaim alerts about possible drifts.

3 days ago·Strasbourg, France

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NDTV

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H&M's Plan To Use AI Clones Of Human Models Sparks Backlash: "Nothing Is Authentic"

The clothing retailer said the models would retain rights over the digital replicas and their use by the company.

3 days ago·New Delhi, India

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CNN

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Fashion giant H&M plans to use AI clones of its models. Not everyone is happy

Fashion giant H&M plans to create artifical intelligence (AI) clones of its models this year, raising yet more questions for an industry grappling with both the technology’s potential and its impact on workers.

5 days ago·Atlanta, United States

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Sapo

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H&M will use digital clones of 30 models for advertisements and social networks

Retailer H&M announced that it will use Artificial Intelligence (AI) -generated clones of some models in social media publications and marketing actions. This, if the models authorize it. As announced, for the first time,...

5 days ago·Portugal

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Brainz.

H&M Uses AI-Created Digital Twins for New Ad Campaign

Global fashion outfit, H&M, is featuring digital avatars of real models in a new advertising campaign in a move that gives a glimpse into the future of fashion. The digital avatars are “twins” of 30 real models, who have given their consent for their likeness to be used. They are created using AI on multiple different images of the model, shot in different lights and from different angles. The huge benefits for brands is that the digital avatar …

4 hours ago

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Expansión

H&M unleashes controversy: begins to create clones of its models

The fashion world has begun to explore the possibilities of artificial intelligence with more or less risky bets. Mango already announced in 2024 the realization of...

23 hours ago

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