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“Generative AI is being used in an industry uniquely prone to exploitative practices with few legal protections in place,” says Model Alliance founder Sara Ziff. A 2023 poll by the organisation found that 87 per cent of surveyed models and influencers believed AI-generated models had a mostly negative impact on their industry. “We want to be clear that we are not anti-tech — indeed, we see promise in technology’s ability to improve the fashion industry — but we have serious concerns about the use of digital replicas without meaningful protections in place.” Models depend on their appearances to make money, but as AI tools enable easier photo manipulation, the need for laws and guidelines is coming into sharp relief.Cute Snoopy And Charlie Brown Dallas Cowboys Forever Not Just When We Win Shirt
H&M’s digital twin initiative attempts to address concerns around consent by giving models rights over their AI likeness — an approach positioned as ethical, but still controversial. “H&M’s initiative could have significant and long-standing repercussions for creative workers throughout the fashion industry,” says Ziff. “It raises critical questions about consent and compensation: who will legally own the digital twin, the model or the agency? And which one will clients negotiate contracts with? How will models be fairly compensated for their digital twin? Will rates increase because the company is saving on travel costs, or be reduced since models won’t have a physical presence? What are the structures for payment, including day rates?”
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