Stockholm, Sweden – In a groundbreaking shift towards the future of fashion marketing, global retail giant H&M has replaced traditional human models with AI-powered “digital clones” in its latest campaigns. This move marks a significant step in H&M’s ongoing efforts to blend cutting-edge technology with its fashion-forward ethos—and, more controversially, sparks discussion on the impact of AI on jobs in the fashion and creative industries.
The Rise of Digital Clones
Rather than using human models in photoshoots, H&M has opted for AI-generated avatars—known as “digital clones”—to showcase its latest collections. These lifelike digital characters, powered by advanced AI and machine learning algorithms, can be customized to reflect a wide range of body types, ethnicities, and genders. The virtual models are created from an extensive database of data and images, allowing the company to avoid many of the limitations posed by traditional human models.
The digital clones are created in collaboration with AI technologies that simulate human movement, facial expressions, and even personality traits, offering a more versatile and scalable solution for fashion marketing. Not only do they reflect an increasingly diverse range of identities, but they can also be customized to represent the latest trends in a matter of days rather than weeks.
Why H&M Chooses Digital Clones
The decision to shift to AI-generated models stems from several key factors.
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Diversity and Inclusivity: By using digital clones, H&M can showcase a wider variety of body types, skin tones, and facial features than traditional models, ensuring a more inclusive representation. “This is about breaking free from the one-size-fits-all mentality,” says H&M’s chief digital officer. “AI gives us the power to reflect the diversity of our customers in a way that feels authentic and resonant.”
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Cost and Time Efficiency: Traditional photoshoots involving human models, stylists, photographers, and location scouting are not only expensive but also time-consuming. With AI models, H&M can generate a full campaign in a fraction of the time and cost. “Our digital clones allow us to streamline the production process, enabling faster and more efficient launches,” says an H&M spokesperson. This speed allows the retailer to stay ahead in an ever-evolving market where fashion trends can change overnight.
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Sustainability: In line with H&M’s commitment to sustainability, using AI models helps cut down on the carbon footprint associated with traditional photoshoots. Digital clones eliminate the need for travel, physical set construction, and the waste typically associated with large-scale production shoots. As the fashion industry increasingly faces pressure to reduce its environmental impact, AI-generated campaigns represent a more eco-friendly alternative.
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Customization and Personalization: One of the most exciting aspects of digital clones is the ability to create virtual models that closely align with consumer preferences. H&M is exploring AI algorithms that can tailor the appearance and actions of these models based on individual customer data. For example, a customer could see a virtual version of themselves wearing the latest collection, improving the online shopping experience and driving higher engagement.
Impact on Jobs: A Double-Edged Sword
While the embrace of digital clones is a step forward for innovation, it has raised concerns about the impact on jobs in the fashion and creative industries. Traditionally, the fashion industry has relied on a wide range of professionals, from human models and stylists to photographers, makeup artists, and production crews. The rise of AI models and digital clones could displace some of these workers, leading to uncertainty in the job market.
Job Displacement in the Fashion Industry
The introduction of digital clones could reduce the need for human models in advertising and campaigns. With AI-powered avatars taking center stage in photoshoots and virtual fashion shows, fewer human models may be required for traditional marketing. Similarly, the demand for photographers and makeup artists may decrease as digital clones can be rendered in any style without the need for makeup or physical photoshoots.
Fashion industry experts have raised concerns that AI and automation could erode job opportunities for creatives, particularly those who work behind the scenes. “The risk is that smaller companies and independent creatives may find it harder to compete with the large-scale AI-driven systems used by industry giants like H&M,” says Lara Martinez, a fashion consultant. “It’s a powerful tool, but it could marginalize those who rely on the traditional methods of fashion marketing.”
Opportunities for New Roles
On the flip side, the rise of digital clones also creates new job opportunities in tech, data science, and digital design. The demand for skilled professionals who can develop, manage, and maintain these AI models will grow. Roles like AI engineers, 3D artists, and virtual stylists are expected to become more common in the fashion industry as companies like H&M expand their digital offerings.
Additionally, digital clones may pave the way for a new generation of digital influencers. Virtual influencers, powered by AI and social media, are already gaining traction, and as H&M embraces these technologies, there could be a shift in how fashion campaigns are produced. The use of virtual influencers—who don’t require traditional modeling contracts or travel—could replace some of the roles of human models, agents, and managers.
“While the technology might displace certain jobs, it also opens doors for new kinds of work, particularly in AI development, digital content creation, and virtual brand management,” says Timo Andersson, a fashion technology expert.
AI as the Future of Fashion Design and Marketing
Beyond just marketing, H&M is increasingly turning to AI for its fashion design processes as well. The company uses AI to forecast trends, analyze customer behavior, and even assist in the design of new garments. By pairing digital clones with AI-driven trend forecasting, H&M can ensure its collections are always aligned with current consumer desires and emerging trends.
AI also plays a role in tailoring clothing to suit the virtual models. Through advanced algorithms, the brand can simulate how clothes would fit various body types in a digital environment, ensuring that the designs are both functional and flattering. This data-driven approach allows H&M to better understand which styles work across different demographics.
Future Potential: The Digital-First Fashion Industry
The digital clone initiative could be a precursor to a broader shift in the fashion industry. As AI and virtual reality technology evolve, the fashion world could see a future where virtual models are not just a marketing tool but a significant part of the retail experience. H&M is exploring the possibility of digital fashion shows, AI-powered virtual stores, and even “try-before-you-buy” experiences where customers can interact with virtual clothing in their own digital spaces.
The idea of replacing traditional models with AI avatars might seem futuristic, but for H&M, it’s part of a broader vision to embrace a more sustainable, inclusive, and efficient way of doing business. As the fashion industry moves forward, the line between reality and digital will continue to blur, with AI at the forefront of innovation.
“We’re excited to be leading this change,” says H&M’s chief digital officer. “Digital clones are just the beginning. The future of fashion is digital, and we’re here to shape it.”
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