H&M Is Using AI Models Who’s Next? (Ep. 442)

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H&M has started using AI-generated models in ad campaigns, sparking questions about the future of fashion, creative jobs, and the role of authenticity in brand storytelling. Plus, a special voice note from professional photographer Angela Murray adds firsthand perspective from inside the industry.

Key Points Discussed

H&M is using AI-generated digital twins of real models, who maintain ownership of their likeness and can use it with other brands.

While models benefit from licensing their likeness, the move cuts out photographers, stylists, makeup artists, lighting techs, and creative teams.

Guest Angela Murray, a former model and current photographer, raised concerns about jobs, ethics, and the loss of artistic soul in AI-produced fashion.

Panelists debated whether this is empowering for some creators or just another cost-cutting move that favors large corporations.

The group acknowledged that fast fashion already relies on manipulated images, and AI may simply continue an existing trend of unattainable ideals.

Teen Vogue's article on H&M’s rollout notes only 0.03% of models featured in recent ads were plus-size, raising concerns AI may reinforce beauty stereotypes.

Karl predicted authenticity will rise in value as AI floods the market. Human creators with genuine stories will stand out.

Beth and Andy noted fashion has always sold fantasy. Runways and ad shoots show idealized, often unwearable designs meant to shape downstream trends.

AI may democratize fashion by allowing consumers to virtually try on clothes or see themselves in outfits, but could also manipulate self-image further.

Influencers, once seen as the future of advertising, may be next in line for AI disruption if digital versions prove more efficient.

The real challenge isn’t the technology, it’s the pace of adoption and the lack of reskilling support for displaced creatives and workers.

Ultimately, the group stressed this isn’t about just one job category. The fashion shift reflects a much bigger transition across content, commerce, and creativity.

Hashtags

#AIModels #HNMAI #DigitalTwins #FashionTech #AIEthics #CreativeJobs #AngelaMurray #AIFashion #AIAdvertising #DailyAIShow #InfluencerEconomy

Timestamps & Topics

00:00:00 👗 H&M launches AI models in ad campaigns

00:03:33 🧍 Real model vs digital twin example

00:05:10 🎥 Photography and creative jobs at risk

00:08:48 💼 What happens to everyone behind the lens?

00:11:29 🤖 Can AI accurately show how clothes fit?

00:12:20 📌 H&M says images will be watermarked as AI

00:13:30 🧵 Teen Vogue: is fashion losing its soul?

00:15:01 📉 Diversity concerns: 0.03% of models were plus-size

00:16:26 💄 The long history of image manipulation in fashion

00:17:18 🪞 Will AI let us see fashion on our real bodies?

00:19:00 🌀 Runway fashion vs real-world wearability

00:20:40 👠 Andy’s shoe store analogy: high fashion as a lure

00:26:05 🌟 Karl: AI overload may make real people more valuable

00:28:00 📊 Future studies: what sells more, real or AI likeness?

00:33:10 🧥 Brian spotlights TikTok fashion creator Ken

00:36:14 🎙️ Guest voice note from photographer Angela Murray

00:38:57 📋 Angela’s follow-up: ethics, access, and false ads

00:42:03 🚨 AI's pace is too fast for meaningful regulation

00:43:30 🧠 Emotional appeal and buying based on identity

00:45:33 📉 Will influencers be the next to be replaced?

00:46:45 📱 Why raw, casual content may outperform avatars

00:48:31 📉 Broader economy may reduce consumer demand

00:50:08 🧠 AI is displacing both retail and knowledge work

00:51:38 🧲 AI’s goal is behavioral influence, not inspiration

00:54:16 🗣️ Join the community at dailyaishowcommunity.com

The Daily AI Show Co-Hosts: Andy Halliday, Beth Lyons, Brian Maucere, Eran Malloch, Jyunmi Hatcher, and Karl Yeh