H&M to Use AI Models in Ads

H&M, the popular fashion retailer, is venturing into new territory with artificial intelligence. The company plans to create digital 'twins' of 30 real models using AI technology. These virtual models will be featured in some of H&M's social media posts and marketing campaigns.

The company assures that they will seek permission from the real models before using their digital counterparts. H&M's chief creative officer, Jörgen Andersson, expressed excitement about exploring new creative ways to showcase their fashion while embracing new technology.

However, this move has sparked concerns in the industry. Some fear it could impact jobs for models, photographers, and other professionals involved in photoshoots. H&M maintains that they will continue their 'human-centric approach' alongside this new initiative.