27/03/2025
H&M is creating AI-generated replicas of its models.
In partnership with agencies, H&M is building 30 digital twins this year to use in marketing, social posts, and e-commerce, reducing the need for traditional photoshoots.
What makes this different: the models own the rights to their AI replicas and can license them to any brand, including H&M’s competitors.
The twins are built with detailed scans down to birthmarks and movement and are already realistic enough to fool friends and family.
H&M says it’s still figuring out how this shift will impact photographers, stylists, and creatives but sees it as a way to lead the industry into the AI era.
Thoughts?
