The Story: H&M is shaking up the fashion advertising landscape by developing digital replicas, or "digital twins," of thirty real-life models, created in partnership with modeling agencies. These AI-generated avatars will be used in marketing campaigns across social media and other platforms, enabling the brand to produce content without classic photoshoots while ensuring models retain rights over their digital likeness.

The Details:

• H&M's AI initiative involves creating lifelike digital versions of thirty models by feeding a multitude of their photographs into an AI system for accurate replications.

• These digital twins can be styled and posed without the original models’ direct involvement, potentially reducing the need for photoshoots with full teams of creative professionals.

• Compensations for the use of these digital avatars will mirror traditional agreements, ensuring models can monetize their digital selves while controlling usage rights.

• H&M aims to lead a transparent dialogue in the industry regarding ethical AI use, proactively involving models and agencies to navigate potential controversy and backlash.

• The move opens the door for digital twins to be utilized not only by H&M but also other marketing entities, ensuring models can choose where and how their likeness is employed.

Why It Matters: H&M's innovative approach to integrating AI into fashion could signal a major shift in how advertising is produced, pushing brands to rethink traditional modeling contracts and rights management. For creative professionals, this shift emphasizes the need for adaptability in the face of technological evolution, as the demand for traditional photoshoots may diminish, creating both opportunity and concern for photographers, stylists, and other creatives whose livelihoods rely on conventional production methods. As the fashion industry tests these waters, it could pave the way for a new era of ethical AI application, ensuring original talent remains at the center of marketing narratives while exploring the efficiency benefits AI technology can deliver.