H&M to Feature AI-Generated Model Twins in Upcoming Ad Campaign

Fashion retailer H&M is entering the AI era with a new advertising campaign that will feature AI-generated digital twins of 30 real models. Developed in collaboration with modeling agencies, these avatars are crafted using multiple images of the original models taken from various angles and lighting conditions. The result: photorealistic, poseable AI versions that can be styled and featured in promotional material—without requiring traditional photo shoots.

The campaign, reported by Business of Fashion, will debut later this year across platforms like social media and print. H&M says the goal is to streamline content creation while maintaining transparency, ethics, and fairness in how AI replicas are used.

Consent and Compensation Included

Unlike many early uses of digital cloning in media and entertainment, H&M has built this effort on model consent and ongoing collaboration. Each digital twin will be used with approval, and the models retain the rights to their virtual counterparts.

“It’s the digital twin being compensated for the usage rights of the digital twin,” said Louise Lundquist, H&M’s business development manager.

While exact payment structures are still being finalized, the approach suggests that models will be paid similarly to traditional usage agreements, just for their digital likenesses. H&M says it will not be making independent decisions about the twins’ use without model approval.

The Bigger Picture: Why AI-Generated Humans Matter

As AI technology accelerates, the legal, ethical, and business frameworks around it are struggling to keep pace—especially when it comes to compensating the original humans behind the content. Digital twins can be styled, posed, and published without needing the original model’s physical presence, creating new opportunities—and serious concerns.

In some cases, AI has been used for good, such as restoring someone’s voice after illness. In others, it’s enabled controversial uses like deepfake imagery of public figures. The creative arts world has been especially impacted—AI replicas were a core issue during the 2023 SAG-AFTRA actors’ strike, with performers demanding control over their digital likenesses.

This innovation also challenges the traditional creative ecosystem. If a brand can generate polished fashion content without photographers, stylists, lighting experts, or makeup artists, what happens to those jobs? As generative AI takes on more responsibilities, industries are being forced to rethink labor, authorship, and intellectual property from the ground up.

While H&M appears to be moving cautiously and transparently, Business of Fashion warns that not all companies may be as careful. This campaign could set a precedent—or a warning—for how digital humans are treated in future commercial efforts.

What This Means

H&M’s campaign signals the growing normalization of AI-generated human imagery in commercial spaces. If successful, this approach could offer a scalable, cost-effective way to produce fashion marketing while allowing models to maintain control over their digital presence.

But it also raises critical questions:

• Who gets paid when AI replaces a creative team?

• Can digital clones be used ethically at scale?

• What happens when that control is taken away?

If the campaign resonates with consumers, it may become a blueprint for how brands use AI to represent real people. If it doesn’t, it may be a sign that audiences still prefer authenticity rooted in human touch. Either way, it’s a milestone moment in the evolution of fashion and advertising.

Editor’s Note: This article was created by Alicia Shapiro, CMO of AiNews.com, with writing, image, and idea-generation support from ChatGPT, an AI assistant. However, the final perspective and editorial choices are solely Alicia Shapiro’s. Special thanks to ChatGPT for assistance with research and editorial support in crafting this article.