‘Shameful’: H&M’s plan to use AI clones of human models sparks debate over job security in fashion

The Swedish giant H&M plans to create digital cloning from 30 models using artificial intelligence (AI) for the upcoming social media and social media campaigns and a violent reaction from various sectors concerned with the effects of human jobs in the fashion industry. Critics argue that replacing real models with digital versions can threaten ways to live models, photographers and other creative professionals participating in traditional fashion buds.

While H&M confirms that the models will maintain their rights on digital repetitions and receive compensation closer to the current deals, this step raised questions about originality and the future of fashion. “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 head of creativity at H & M, Jurgen Anderson.

Fashion retailers collaborate with the Swedish technology company Uncut to make these models of artificial intelligence this life, which reflects a broader trend between fashion brands such as Levi Strauss & Co. , Which explored similar strategies from AI-EAAA-Sevens.

In compliance with the requirements of the social media platform, the H&M publications that were created from artificial intelligence will carry watermarks to inform the fans of the digital nature of the content. However, fears are still existing despite these transparency measures. However, these moves were often met with doubt because of its imagined threat to traditional roles in this industry. American influencer Morgan Ridel criticized the H&M decision as “shameful”, expressing fears of the loss of possible jobs in the group.

Sarah Zeef, founder of the model coalition, expressed “serious concerns about the use of digital symmetrical copies without meaning in place.” It shed light on the risk of artificial intelligence historically by humans, which raised critical questions about approval and compensation in the fashion sector.

While some in the modeling industry sees artificial intelligence as a possible way to accept more work, the comprehensive impact on workers’ rights and career security is still controversial. Since digital content becomes more prevalent, the fashion industry faces a difficult balanced work between adopting innovation and employment protection.

The introduction of H&M on models created from artificial intelligence indicates a significant shift towards digitization in fashion, as the stakeholders in the industry closely monitor how this affects the recruitment scene. The dialogue on innovation against functional displacement continues with the expansion of artificial intelligence in fashion.