H&M Faces Backlash Over AI-Generated Model Clones: "Nothing Is Authentic"

The clothing retailer stated that models would retain rights over their digital replicas and how they are used by the company.

Fast fashion giant H&M is under fire after announcing plans to create digital clones of its models using artificial intelligence (AI). The Swedish retailer revealed that it will initially develop 30 AI-generated models to feature in social media posts and marketing campaigns, replacing real human models in certain advertisements.

According to a BBC report, H&M stated that the models would retain rights over their digital replicas, which could be used by the company and other brands for promotional purposes. The company assured that models would be compensated similarly to traditional arrangements for the use of their AI-generated counterparts.

"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 H&M's chief creative officer Jorgen Andersson.

To comply with social media guidelines requiring disclosure of AI-generated content, H&M posts featuring digital models will include a watermark indicating the use of generative AI.

Social Media Outrage

The announcement sparked widespread criticism on social media, with users voicing concerns over the potential loss of jobs for models, photographers, and other industry professionals.

"I'm sorry, are any of the models, photographers, agents, and consumers going to be happy with this?" one user questioned. Another warned, "The AI 'dead Internet' theory is basically coming. Every time you throw up a screen, nothing will be authentic anymore."

A third user added, "Ew. Classic AI move. At least it helps me weed out more garbage corporations."

AI in Fashion Marketing

H&M is not the first brand to experiment with AI in marketing. Luxury and mainstream fashion brands such as Hugo Boss and Levi Strauss & Co. have previously explored AI-generated imagery.

Levi’s announced in 2023 that it would trial AI-generated model images to "increase diversity." However, following public backlash, the company clarified that it would not phase out live photoshoots.

Similarly, in July 2023, Spanish retailer Mango launched an AI-generated campaign to promote a youth collection.

As AI continues to reshape industries, H&M’s move signals a shift in fashion marketing—but also raises concerns about authenticity and the future of creative jobs in the industry.

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Source: NDTV‍