H&M To Use Digital Clones of Models In Ads and Social Media

An anonymous reader quotes a report from the BBC: Fashion retailer H&M is to use artificial intelligence (AI) to 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 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.

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