Mar 28 2025
H&M Will Use Digital Twins
The fashion retailer, H&M, has announced that they will start using AI generated digital twins of models in some of their advertising. This has sparked another round of discussion about the use of AI to replace artists of various kinds.
Regarding the H&M announcement specifically, they said they will use digital twins of models that have already modeled for them, and only with their explicit permission, while the models retain full ownership of their image and brand. They will also be compensated for their use. On social media platforms the use of AI-generated imagery will carry a watermark (often required) indicating that the images are AI-generated.
It seems clear that H&M is dipping their toe into this pool, doing everything they can to address any possible criticism. They will get explicit permission, compensate models, and watermark their ads. But of course, this has not shielded them from criticism. According to the BBC:
American influencer Morgan Riddle called H&M’s move “shameful” in a post on her Instagram stories.
“RIP to all the other jobs on shoot sets that this will take away,” she posted.
This is an interesting topic for discussion, so here’s my two-cents. I am generally not compelled by arguments about losing existing jobs. I know this can come off as callous, as it’s not my job on the line, but there is a bigger issue here. Technological advancement generally leads to “creative destruction” in the marketplace. Obsolete jobs are lost, and new jobs are created. We should not hold back progress in order to preserve obsolete jobs.