H&M to use digital clones of models in ads and social media

The H&M fashion trader is the use of artificial intelligence (AI) to create digital “twins” of 30 models.

She says she will use AI Dopplegangers in some social media publications and marketing in the place of humans, if granted permission by models.

“We are interested in exploring how to display our costumes in new creative ways – and embrace the benefits of new technology – while maintaining our commitment to personal style,” said the chief creative official Juergen Anderson in a statement.

Although H&M claims that he will not change his “centered approach to man” some fear that this step can affect other models, photographers and makeup artists.

American influencer Morgan Ridel described the “H&M” step as “shameful” in a post about her Instagram stories.

“All other jobs are torn in the shooting sets that this will take,” it was published.

The Swedish fashion giant, who also runs Arket, COS, Monki and other stories and days of the week, says it has more than 4000 stores all over the world across 75 markets.

The initiative was reported for the first time Fashion industry publishing works.

H & M The Outlet has told the models that will retain the rights of digital reproduction and use by the company and other brands for purposes such as marketing.

He added that it is likely that its photos initially use in social media publications, with water marks that make artificial intelligence clear.

Pits such as Instagram and Tiktok require users to detect the use of artificial intelligence to create realistic content, and are classified as such to inform the masses.

H&M also said that the models will be compensated for using their digital twins in a similar way to the current arrangements – which you see paid in exchange for using their photos based on the prices agreed upon by their agent.

Paul Welding, Secretary -General of the Union shares – who represents fashion models in the United Kingdom – said the models that have full control over their similarities and their fair push were “vital.”

“While we support the brands that seem to be moving in this direction, this must be supported through the wide adoption to protect artificial intelligence in the union agreements and legislation that protects workers’ rights,” he told the BBC.

Ownerous rights, like many other trade unions that represent performance and creativity artists, It was carried to protect better for workers Amid an explosion of the content and initiatives created from the online intelligence online.

“Unfortunately, the current scene has no such protection,” added Mr. Fleming, citing the Mass, and the illegal preaching of the model members to work by major technology developers and artificial intelligence developers without their consent.

Fashion companies including Hugo Boss and Levi Strauss & Co have also been involved in the use of obstetrics for product photos.

Giant Denim Levy He said in 2023 It will lead to the experience of using model images created from artificial intelligence as a “increase in diversity”.

After criticism, he made it clear that direct images will not back down with the models.

Trucific artificial intelligence can create realistic images in response to simple text demands at a high speed and low cost.

For this reason, they were seized by many industries and companies as a way to meet the demands of content such as marketing materials.

But its use through brands of fashion and beauty has sparked a violent reaction in the midst of increased adoption can reduce job opportunities.

Some fear that this will lead to less work for production employees, including photographers, designers, makeup artists and lighting assistants.

The company says it works with the Swedish technology company that is not advanced in developing similar aspects of model intelligence.

UNCUT says on its website that it “helps big brands say goodbye to old production methods” and make content creation “simpler, more intelligent and more affordable.”

For some models, the presence of the so -called “twin artificial intelligence” can allow them For more work and avoid traveling.

“It is like me, without a few aircraft,” said Mathilda Gvarliani in the form of H&M. Business of Fashion.

Nevertheless, Mr. Fleming BBC told the models that “are forced to sign unfair contracts that deprive them of their rights to ownership and fair compensation.”

“This is a hateful violation when all of our similarities are incredibly personal personality,” he added.