Concerns Over AI Models
H&M’s recent introduction of AI digital twins has left many asking what this will lead to.
The clothing giant has sparked controversay with its digital twins
With the advanced developments in AI over recent years the industry and those within it have been adapting to prepare for this new way of creating and showcasing work. Brands have adopted AI imagery to create models wearing their clothing, AI influencers are now a thing and platforms like Chat GPT are now a commonly used way of creating written pieces.
The latest advancement though has sparked even further controversy within the industry and worry in what it may lead to.
Clothing giant H&M are heading the way in using what they call “digital twins”, designed to work alongside the current models on their books.
So what is an digital twin? H&M’s use of “digital twins” is AI generated imagery of a real model (30 to be exact) intended for creation of marketing and social media posts. As part of the agreement the model will have to give their permission for their image to be used in such a way, and will also be able to book their digital twin on shoots with other brands.
Slogans like “She’s like me without the jetlag” and “I’m a twin already, does this mean I have a triplet now?” feature in the campaign imagery, showing images of the model alongside their scarily similar AI generated twin.
One of the slogans featured on H&M’s campaign
So far the reaction hasn’t exactly been overly positive to say the least. Models and alike have taken to social media, posting on their stories and feeds to express their concerns over the clothing brands decision. Fashion Photographer Lachlan Bailey posted on his Instagram story saying “So one model gets paid and 50 crew get nothing…Time for everyone to boycott H&M? Start a photographers union?”
This seems to be one of the big concerns over the decision. Although H&M seem to be pushing the fair way the models have the decision to agree to this usage, there are bigger concerns over the rest of the crew that would traditionally be involved and paid for their time and experience.
Hair stylists, makeup artists, lighting technicians, set designers and more who would be on a normal photoshoot would now see their services not needed. With this way of creating AI imagery for a photo shoot all of this crew is now out of the window.
H&M themselves have said they know the AI models will be controversial. They say they are aware of the concerns using digital twins will create and are woking with creatives in the industry to to “see what generative AI can bring to the process.”
Bailey probably best summarised this by stating “If no one acts now the industry will collapse and we will all lose- especially the younger generation.”