Calling all fashion models … now AI is coming for you

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, Jörgen 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". The retail giant has worked with successful models including Vilma Sjöberg and Mathilda Gvarliani, who model for Vogue and brands including Chanel. As part of the agreement, each model would be able book her twin on shoots for other brands – meaning they could, in image anyway, be in two places at the same time.