H&M Moves Forward With AI-Generated Model Clones, Raising Industry Concerns

The retailer plans to create digital replicas of 30 models, pledging fair compensation and transparency while facing criticism over potential impacts on workers and authenticity.

• H&M will create AI-generated digital clones of 30 models for use in advertisements and social media campaigns, with models retaining rights over their replicas.
• The company has committed to paying models for the use of their digital twins and ensuring content is labeled as AI-generated to comply with platform rules.
• Industry stakeholders, including labor activists, have raised concerns about the potential displacement of workers like makeup artists, photographers, and stylists.
• H&M is collaborating with models and agencies to implement the initiative responsibly, while critics question whether AI-generated images can match the authenticity of human creativity.
• The announcement reflects broader tensions in the fashion industry over AI's role, with similar initiatives by brands like Levi Strauss and Mango previously facing backlash.

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