The fashion retailer H&M is set to use artificial intelligence to create digital ‘twins’ of models, stirring debate in the industry about the implications for job security and creativity.

The fashion retailer H&M has announced plans to utilize artificial intelligence to create digital “twins” of 30 models, as reported by the Bulgarian News Agency. This innovative approach aims to enhance the brand’s presence on social media and improve its marketing efforts, provided the models grant their consent for the use of these digital representations.

Jörgen Andersson, the chief creative officer of H&M, expressed in a statement the company’s interest in exploring new creative ways to showcase its fashion offerings. He noted the intent to leverage cutting-edge technology while remaining committed to the personal style of individuals. “It’s interesting to explore how we can present our fashion in new creative ways and benefit from the advantages of new technologies while staying true to our commitment to personal style,” he stated.

The announcement has sparked mixed reactions within the fashion industry and among social media influencers. American influencer Morgan Riddel criticized H&M’s initiative on Instagram, labeling it “shameful.” She projected concerns about the implications this technology could have for job security in the industry, remarking, “Rest in peace all the jobs on set that this will take away.”

H&M, which also operates other fashion brands such as Market, Cos, Monki, &Other Stories, and Weekday, boasts over 4,000 stores across 75 markets, according to the company’s information. The implementation of AI-generated models signifies a notable shift in how fashion marketing might evolve in the digital age, raising both excitement and apprehension among stakeholders in the fashion community.

Source: Noah Wire Services