H&M has recently embraced a controversial trend by debuting AI-generated models in its marketing campaigns. This shift follows reports from April indicating that the Swedish retailer was developing digital clones of 30 real-life models.
Rather than employing traditional photography, these images are generated using machine learning systems trained on vast datasets of the models’ photographs. The results, which appear strikingly similar to conventional fashion photography, have sparked a mix of admiration and skepticism.
Critics caution that the rise of AI imagery could jeopardize the livelihoods of photographers, makeup artists, stylists, and other professionals typically involved in these shoots. Photographer Johnny Kangasniemi, who has collaborated with H&M, voiced concern over the potential impact on jobs while still acknowledging the brand’s efforts to innovate.
Despite some supportive voices, skepticism persists. For instance, an Instagram user pressed Kangasniemi to address how photographers could remain relevant if H&M opts for AI-generated imagery instead of commissioning traditional photoshoots.
The ability of AI to produce convincing images is a primary concern, as many consumers may not realize they are viewing synthetic creations. The impressive photorealism stems from the AI’s training on a wide array of photographs, allowing it to replicate model features with astounding accuracy.
H&M is not navigating this landscape alone, as other brands like Mango and Levi’s have also initiated campaigns featuring AI-generated models. As this trend evolves, it raises critical questions about the future of photography and creative industries.
The blurring distinction between reality and synthetic representation is causing unease among professionals who worry about the implications of such technological advancements on their craft.