The next time you discovered the H&M advertisement, take a closer look to see if it features a form created from artificial intelligence.
The clothing giant revealed that it will start using artificial intelligence to create digital reproduction from 30 of its models for use in advertisements and social media – provided that it provides its permission, that is.
The idea of creating digital symmetry is a controversial idea not only in the modeling industry but also in the broader creative sector, with many actors, photographers and makeup artists, among others, for fear of losing work.
For its own endeavors, H&M insisted that the models will maintain the rights of their digital copies, giving them an opinion on how to use a retailer for marketing, I mentioned fashion works.
The clothing company also said that the forms will pay for the use of the symmetric copies created by artificial intelligence, which seems to be personalized, although the model will eventually be to negotiate an agreed rate.
“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 the personal style,” said the chief creativity official at H&M Jurgen Anderson in the comments. I reported the BBC.
H&M digital copies are likely to be used first in social media publications, with a watermark to indicate that artificial intelligence has been used to create models. This guarantees signs that H&M is in line with the rules set by platforms such as Instagram and Tiktok, which requires AI’s content description in this way.
Trucific artificial intelligence has been on leaps and limits in the past two years, with strong computer tools capable of creating a convincing husband of real people, or imagined people who have been created from a few keywords.
It is not surprising that the ease of using technology to use executives and producers in creative industries, as well as the brand’s creative teams.
But the concerns surrounding this issue include ensuring fair compensation for the use of digital twins, whether the fair prices will continue in the future, and whether the new talents will have the same opportunities to storm the industry.
Many will remember the turmoil caused by Hollywood strikes in 2023 when actors and writers stopped working on a set of issues, including how to use Amnesty International Film Studios to write text programs, and the use of digital marital in future production. The unions have been able to obtain noticeable concessions and restrictions designed to protect the creators’ showing of business, although negotiations are still ongoing in some issues.
With the continued improvement of artificial intelligence tools, do not be surprised if we see more conflicts in the creative sector as executive managers wander with creators about the use of this fast technology.