What: H&M pioneers fashion industry transformation with AI-generated digital twins of models whilst maintaining ethical standards.

Why it is important: This development signals a pivotal shift in retail marketing, balancing technological innovation with ethical considerations while potentially reshaping industry standards for digital content creation.

H&M is embarking on an innovative journey by incorporating AI technology to create digital versions of their models for marketing campaigns. Under the guidance of Chief Creative Officer Jorgen Andersson, the initiative aims to explore new creative ways of showcasing fashion whilst embracing technological advancement. The company plans to implement digital twins of 30 models this year, with each AI-generated clone being used across social media platforms and campaigns. To maintain transparency, all digital content will feature watermarks and clear disclosure of their artificial nature on platforms such as Instagram and TikTok.The programme ensures ethical considerations by guaranteeing equal compensation for models and granting them control over their digital likenesses. Model Vilma Sjoberg's reaction to her digital twin highlights both the technology's impressive capabilities and its thought-provoking implications. Industry veterans, including MadeBrave's CEO Andrew Dobbie, have expressed concerns about potential impacts on the creative ecosystem, particularly regarding the human elements that traditionally enhance marketing content.

IADS Notes: H&M's groundbreaking initiative to create AI-generated digital twins of models marks a significant shift in retail marketing strategy. The company's approach demonstrates a careful balance between technological innovation and ethical considerations, particularly through their commitment to equal compensation and transparent disclosure policies. The planned rollout of 30 digital twins in 2025 positions H&M as a pioneer in AI-driven marketing whilst maintaining respect for creative professionals and model rights. This development could set new industry standards for how retailers approach digital content creation and model representation in the digital age.

H&M to create digital clones of models using AI