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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

“Even if models are compensated for the use of their image, it is hard to see how using technology will not have a significant detriment to other fashion creatives and industry workers, from make-up and hair, to rigging and lights,” said the head of the union, Philippa Childs. AI is not always a tool for inclusivity, of course – in 2023, Shereen Wu, a Taiwanese-American model posted on social media that her image had been changed so she looked white. An H&M spokesperson responded to concerns with the following statement: “While we understand that this will spark opinions, discussions, and uncertainty, we are humble in acknowledging that we do not hold all the answers at this point.

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