H&M and Artificial Intelligence

H&M is introducing artificial intelligence to create digital replicas of 30 models, which will then be used in advertising campaigns and on social media. Importantly, these digital “twins” will remain under the control of the models themselves – they’ll be able to manage how their likeness is used and even collaborate with other brands, including H&M’s competitors.

This move is the brand’s attempt to strike a balance between embracing technology and respecting the work of professionals in the fashion industry, such as models and agency staff. However, other industry specialists, including stylists, photographers, and makeup artists, have responded to this innovation with skepticism.

“Finally a way for me to be in New York and Tokyo on the same day,” says model Yar.