H&M acknowledges that its AI-generated models are likely to spark debate. The fashion giant is aware that using artificial intelligence to create virtual models will stir controversy. H&M admits its AI models won

### **H&M Embraces AI Models – But With a Twist**

H&M is stepping into the future of fashion imagery with a bold move: creating **AI-generated “digital twins”** of real models. The company plans to use these virtual replicas in marketing campaigns and social media, but with a key difference—**the models themselves will own the rights to their digital counterparts**, even allowing them to license their AI versions to competing brands.

While H&M acknowledges the potential controversy—both for models and the broader creative workforce (photographers, stylists, makeup artists)—it believes **collaboration, not replacement**, is the best way to navigate AI’s impact on the industry. Will this approach protect jobs or accelerate disruption? The debate is just beginning.

*(Source: The Business of Fashion, March 2025)*

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**Trailer:**
*Fashion meets the future as H&M bets on AI models—but with a groundbreaking twist. Who really owns your digital double? And what happens when technology reshapes an entire industry? The revolution is here, and it’s wearing H&M.*