Fashion giant H&M is facing backlash after announcing plans to create AI-generated digital clones of its models. The Swedish retailer revealed that it will initially develop 30 AI versions of its models for social media posts and marketing campaigns, replacing real people in advertisements.

According to a BBC report, H&M stated that the models will retain rights over their digital replicas and will be compensated for their use, just like traditional modelling contracts. These AI models may also be used by other brands for marketing purposes under similar agreements.

H&M’s Chief Creative Officer, Jorgen Andersson explained that the company wants to explore new and innovative ways to showcase fashion while embracing the advantages of AI technology.

Since platforms like Instagram and TikTok require users to disclose AI-generated content, H&M’s AI-created posts will feature a watermark to ensure transparency for viewers.

How netizens reacted

As the news spread, social media users criticized H&M, arguing that AI-generated models could take away jobs from photographers, models, and others involved in traditional photoshoots.

One user questioned, "Are any models, photographers, agents, or consumers going to be happy with this?" Another expressed concern about AI's impact on authenticity, saying, "The AI 'dead Internet' theory is coming true. Soon, nothing on the screen will be real." A third user called it a "classic AI move," adding, "At least this helps me avoid more soulless corporations."

Similar cases 

H&M is not the first fashion brand to experiment with AI in marketing. Other companies like Hugo Boss and Levi Strauss & Co. have also explored using AI-generated product images. In 2023, Levi's announced plans to use AI-generated model images to "increase diversity." However, after facing backlash, the company clarified that it would not replace traditional photoshoots. 

Similarly, in July 2023, Spanish brand Mango launched an AI-generated campaign to promote a new collection for its youth range.

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