Calling all fashion models … now AI is coming for you

As fashion brands create AI twins' with models' permission, some believe this is just another form of exploitation

The impact of AI has been felt across industries from Hollywood to publishing - and now it's come for modelling. H&M announced last week that it would create AI twins" of 30 models with the intention of using them in social media posts and marketing imagery if the model gives her permission.

In a statement, Jorgen Andersson, the chief creative officer at H&M, described the idea as something that will enhance our creative process and how we work with marketing but fundamentally not change our human-centric approach in any way".