H&M To Use Digital Clones of Models In Ads and Social Media (bbc.com)
(Thursday March 27, 2025 @06:00PM (BeauHD)
from the welcome-to-the-future dept.)
- Reference: 0176841239
- News link: https://tech.slashdot.org/story/25/03/27/2058218/hm-to-use-digital-clones-of-models-in-ads-and-social-media
- Source link: https://www.bbc.com/news/articles/c3vwg73xndeo
An anonymous reader quotes a report from the BBC:
> Fashion retailer H&M is to use artificial intelligence (AI) to [1]create digital "twins" of 30 models . It says it will use the AI doppelgangers in some social media posts and marketing in the place of humans, if given permission by models. "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," said its chief creative officer Jorgen Andersson in a statement.
>
> The initiative was first reported by industry publication [2]Business of Fashion . H&M told the outlet that models would retain rights over their digital replicas and their use by the company and other brands for purposes such as marketing. Its images are likely to be initially used in social media posts, with watermarks that make their AI use clear, it added. H&M also said models would be compensated for use of their digital twins in a similar way to current arrangements -- which sees them paid for use of their images based on rates agreed by their agent.
[1] https://www.bbc.com/news/articles/c3vwg73xndeo
[2] https://www.businessoffashion.com/articles/technology/hm-plans-to-use-ai-models/
> Fashion retailer H&M is to use artificial intelligence (AI) to [1]create digital "twins" of 30 models . It says it will use the AI doppelgangers in some social media posts and marketing in the place of humans, if given permission by models. "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," said its chief creative officer Jorgen Andersson in a statement.
>
> The initiative was first reported by industry publication [2]Business of Fashion . H&M told the outlet that models would retain rights over their digital replicas and their use by the company and other brands for purposes such as marketing. Its images are likely to be initially used in social media posts, with watermarks that make their AI use clear, it added. H&M also said models would be compensated for use of their digital twins in a similar way to current arrangements -- which sees them paid for use of their images based on rates agreed by their agent.
[1] https://www.bbc.com/news/articles/c3vwg73xndeo
[2] https://www.businessoffashion.com/articles/technology/hm-plans-to-use-ai-models/
Really? (Score:2)
by nospam007 ( 722110 ) *
Nobody cares about the 'models', people care about the CLOTHES.
They don't buy something because a skinny bitch from the Gossip rags wears it.
Re: Really? (Score:2)
by fluffernutter ( 1411889 )
Then why do all ads have skinny bitches wearing stuff?
Re: (Score:2)
by alvinrod ( 889928 )
That may be true for the people who post on Slashdot, but we're not your typical consumer that clearly does buy into this marketing. Some people desperately want to be that skinny bitch and to have her lifestyle. Kim Kardashian is rich as hell from convincing enough people to buy her cosmetics and other products. As maddening as it may be, it clearly works.
Likeness rights (Score:2)
by WolfgangVL ( 3494585 )
Never give up your likeness right kids. Once they've got it, they'll use it forever.
is this false advertising? (Score:2)
They will be showing AI generated clothing on AI generated models. So they aren't showing the actual product. What if the color isn't as vibrant, or has a different sheen or just hangs different due to the fabric density. This seems like a terrible experience for the customer.
Re: (Score:2)
It's always been an issue comparing photos taken in a studio and later "enhanced" compared to the real product in real life.
Re: (Score:2)
And taken on models and not normal humans with normal figures.
Re: (Score:1)
'Model' is a job title not a definition of 'looks'. There all kinds of models on TV, movies, commercial etc. that represent 'normal' people. Now that we are more self aware there are a variety of body types and colors in most all media.
Re: (Score:2)
Even if they were regular humans, photos have been air brushed for decades now. Photoshop made it even easier to present a "perfect" picture. Most of the celebrities that people consider to be beautiful are rather normal looking once you take away the cosmetics and photo filters.