The widespread adoption of AI tools has been pretty worrisome for many industries, and things are not going to change anytime soon. H&M, a giant in the fashion industry, just announced that it will use AI-generated versions of its models.

According to the report, it looks like the company will create digital duplicates (or “twins”) of 30 of its models for use in social media posts and marketing. We don’t have any visuals of how these will look, but we can imagine what the promotional material will look like.

In a statement, H&M’s chief creative officer Jörgen Andersson said, “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.”

H&M will use AI-generated models, but there’s a silver lining

While this does sound bad, H&M is at least taking some steps to ensure that it’s not screwing over the models. For starters, H&M is not using AI-generated versions of the models without their consent. So, none of the models will check their Instagram feed to find an AI version of them advertising a product.

Not only will the company get the models’ consent to use the AI-generated copies, but the models will also be compensated when they’re used. As per the report, the models will be paid in a similar way to how they’re paid now. While this new venture has its obvious issues, we can’t deny that H&M is doing much more than most other companies. Most other AI brands like Google, Meta, and OpenAI have scraped boatloads of data without permission. That’s commendable on the company’s part.

All of the AI-generated posts will have the proper watermarks. So, people will know when an image uses an AI-generated model.

That’s not to say that there isn’t any backlash

We can’t ignore the elephant in the room. Even though the company will pay models, it could still affect other people. There are people like photographers and crew members who contribute their skills to taking photos. Well, since the company will generate the models, we can’t tell if it will have any need for them.

Morgan Riddle, an influencer, called the company out for this practice. In a post, she said “RIP to all the other jobs on shoot sets that this will take away.” This is true, as it takes several people to make a shoot come to life. H&M didn’t comment about the other people this decision could affect. Let’s hope that the company has a plan for other people involved in the shots. At this point where jobs are already starting to be lost due to AI.

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