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

H&M to use digital clones of models in ads and social media 21 hours ago Share Save Liv McMahon Technology reporter Share Save Getty Images 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 Jörgen Andersson in a statement. Despite H&M's claim it would not change its "human-centric approach" some fear the move could impact other models, photographers and make-up artists. American influencer Morgan Riddle called H&M's move "shameful" in a post on her Instagram stories. "RIP to all the other jobs on shoot sets that this will take away," she posted. The Swedish fashion giant, which also operate ... Read full article.