H&M to Use AI Models in Ads

H&M, the renowned fashion retailer, is set to revolutionize its advertising strategy by incorporating artificial intelligence to create digital 'twins' of 30 models. This innovative approach will see these AI-generated doppelgangers featured in select social media posts and marketing campaigns, pending permission from the original models.

Jörgen Andersson, H&M's chief creative officer, articulated the company's rationale: 'We are curious to explore how to showcase our fashion in new creative ways – and embrace the benefits of new technology – while staying true to our commitment to personal style.' This move signifies a significant shift in the fashion industry's approach to digital marketing.

Despite H&M's assurances that this initiative will not supplant their 'human-centric approach,' the announcement has ignited a debate within the industry. Critics, including American influencer Morgan Riddle, have voiced concerns about the potential impact on the livelihoods of models, photographers, and various professionals involved in traditional photoshoots.

To address transparency concerns, H&M plans to implement watermarks and clear signposting to indicate the use of AI in their content. This aligns with the policies of major social media platforms like Instagram and TikTok, which mandate disclosure of AI-generated realistic content.