Swedish fast fashion giant H&M is under fire after announcing its plans to introduce artificial intelligence (AI)-generated “digital twins” of models for use in marketing campaigns. The company has stated that these AI doppelgänger will be featured in social media posts and advertisements, replacing human models in select campaigns. The decision has sparked widespread debate, with critics arguing that it could impact job opportunities for models, photographers, stylists, and other creative professionals in the fashion industry.
What We Know So Far According to reports, H&M is working with Swedish tech company Uncut to create digital replicas of 30 models. These AI-generated figures will be used in marketing campaigns, primarily on social media platforms such as Instagram and TikTok. The company has assured that the models will retain rights over their digital twins, and their use will require consent.
Additionally, they will be compensated similarly to traditional photoshoot agreements, with payments determined by contracts negotiated through their agents. H&M’s chief creative officer, Jörgen Andersson, defended the move, saying, “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.” To maintain transparency, H&M stated that all AI-generated images will carry watermarks, in compliance with regulations that require AI-generated content to be .
