H&M says he uses « digital twins » – a publicity trick, ”says HS, Model Office Director
Fashion|Artificial intelligence can be a threat to the fashion background, the bosses of modeling agencies say to HS.
The abstract is made by artificial intelligence and checked by man.
H&M clothing store says it has created a contract with 30 models to use digital dual creatures in advertising images.
Laila Snellman, CEO of Paparazz, Modeling Office, believes consumers still need authenticity and real people in ads.
Toni Korpineva, Model Model Model Management, suspects H&M campaign is a publicity trick and considers artificial intelligence as a threat to the fashion background.
Artificial intelligence is also revolutionizing the fashion world: H&M clothing giant has created « digital twins » for their models that they intend to use in their ad images.
The Swedish company says it has made a contract with 30 models that allow their appearance to use in advertising images with artificial intelligence. So the pictures are not posing in the pictures itself, but a copy of him with artificial intelligence.
The model owns the rights to its digital copy and receives compensation for its use, the company says In The Business of Fashion. The model is also allowed to utilize the copy in other companies campaigns, even H&M competitors.
Advertising images are clearly marked if the image model is artificial intelligence creation, H&M promises.
H&M The Nordic Office refused to give HS an interview on the subject, but sent an opinion via email.
« We are very excited about getting to know this technology. We do not have all the answers at this stage, but we believe that by working with industry, such as modeling agencies and models, we do this responsibly. »
In advertising images, the models allegedly praise the features of their digital two:
« He’s like me without time difference. »
« I can finally be in New York and Tokyo during the same day. »
« My digital twin is proof that technology can improve our work, does not replace it. »
Finnish The phenomenon has not yet been carried to the fashion market.
“After all, everyone is talking about this and are planning a common agreement to use such models,” says Paparazz, CEO of Modeling Office Laila Snellman.
Snellman has heard that compensation for H&M models for using his artificial intelligence copies is « really good ».
Paparazzi has not yet negotiated contracts on artificial intelligence. The nearest similar case is contracts made with gaming companies to use the appearance of the model to develop the game character.
Paparazzi CEO Laila Snellman
Snellman believes that consumers are not warming to advertising images made by artificial intelligence alone.
« Not just a person to replace people. The audience needs authenticity and stories associated with genuine people. »
« And artificial intelligence is expensive technology, Finnish companies are hardly still sticking to it. So far, work with the right people. »
Brand Founder of Model Management Modeling Office Toni Korpineva received several messages from the authors as the H&M campaign spread.
According to Korpineva, a Nordic modeling agency began to mask some kind of office alliance in the event of an artificial intelligence threat, but for him, the idea was like a « dude in Titanic ».
« The conversation should have started long ago. »
Korpineva suspects H&M campaign is mainly a publicity trick and an attempt to remain relevant.
« Their identity has been quite lost lately. The campaign smelled that something should be done to their decaying position. »
If The change does not threaten the work of the models, the situation may be another for other factors in the industry. Fashion photography also employs photographers, lighting techniques, stylists, make -up and hairdressers.
Traditional fashion descriptions may no longer be organized if artificial intelligence is actually used in the industry.
« After all, this is about the work of many people. On the other hand, this technology can employ new factors in the industry, » Snellman says.
« The representatives of the auxiliary bodies here are burning their shoulders. The models are cherry on the cake. Artificial intelligence can take the rest of the cake and only the cherry remains, » Korpineva describes.
In the big About a dozen people may work in fashion photography. The photographer alone may carry three assistants, Korpineva says. This « invisible mass » is in danger of becoming unemployed in artificial intelligence.
« Models can reach good dividends with artificial intelligence if they are paid for their appearance use. At best, the model may not work while his face is in several ad images. »
Korpineva has been running its own modeling agency for about twenty years. He manages both Finnish and foreign models. So far, he has not negotiated agreements on artificial intelligence.
However, artificial intelligence does not change the industry in one fell swoop, Korpineva believes. High quality and effective use of artificial intelligence is at least expensive. The amounts can be of the same order as traditional imaging arrangements.
In addition, there are cultures in the fashion industry that do not necessarily accept artificial intelligence open arms.
« In some countries, the point of work is social interaction. For example, Italians also want to spend working time to grind the case, and those moments create new job opportunities. Things are done in their way, who has money. »
