‘Shameful’: H&M’s plan to use AI clones of human models sparks debate over job security in fashion

Swedish fashion big H&M’s plans to generate digital clones of 30 models utilizing synthetic intelligence (AI) for upcoming social media and advertising and marketing campaigns has provoked backlash from varied sectors involved in regards to the implications for human jobs in the fashion trade. Critics argue that changing actual models with digital variations may threaten the livelihoods of models, photographers, and different artistic professionals concerned in conventional fashion shoots. 

Whereas H&M assures that the models will keep rights over their digital duplicates and obtain compensation akin to present offers, the transfer has raised questions on authenticity and the longer term of fashion. “We’re curious to discover how to showcase our fashion in new artistic methods – and embrace the advantages of new expertise – whereas staying true to our dedication to private model,” said H&M’s chief artistic officer Jörgen Andersson. 

The fashion retailer is collaborating with Swedish tech agency Uncut to convey these AI models to life, reflecting a broader development amongst fashion manufacturers like Levi Strauss & Co., which have explored related AI-driven methods. 

In compliance with social media platform necessities, H&M’s AI-generated posts will carry watermarks to inform audiences of the digital nature of the content material. Nonetheless, considerations persist regardless of these transparency measures. Nonetheless, these strikes have usually been met with scepticism due to their perceived menace to conventional roles throughout the trade. American influencer Morgan Riddle criticised H&M’s choice as “shameful,” expressing fears over potential job losses on set. 

Mannequin Alliance founder Sara Ziff voiced “critical considerations in regards to the use of digital replicas with out significant protections in place.” She highlighted the danger of AI transitioning roles traditionally crammed by people, elevating crucial questions on consent and compensation in the fashion sector. 

Whereas some in the modelling trade view AI as a possible avenue for accepting extra work, the overarching impression on staff’ rights and job security stays contentious. As digital content material turns into extra pervasive, the fashion trade faces a difficult balancing act between embracing innovation and safeguarding employment. 

H&M’s introduction of AI-generated models signifies a major shift in the direction of digitalisation in fashion, with trade stakeholders carefully watching how this impacts the employment panorama. The dialogue round innovation versus job displacement continues as AI’s function in fashion expands.