{"id":21394,"date":"2025-04-01T19:20:33","date_gmt":"2025-04-01T17:20:33","guid":{"rendered":"https:\/\/retail-optimiser.de\/hm-plans-to-advertise-with-digital-twins-of-models\/"},"modified":"2025-04-01T19:22:16","modified_gmt":"2025-04-01T17:22:16","slug":"hm-plans-to-advertise-with-digital-twins-of-models","status":"publish","type":"post","link":"https:\/\/retail-optimiser.de\/en\/hm-plans-to-advertise-with-digital-twins-of-models\/","title":{"rendered":"H&#038;M plans to advertise with digital twins of models"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"21394\" class=\"elementor elementor-21394 elementor-21387\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-f49b81f elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"f49b81f\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-f0eb226\" data-id=\"f0eb226\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6f5f146 elementor-widget elementor-widget-text-editor\" data-id=\"6f5f146\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Swedish fast-fashion retailer H&amp;M is having digital twins created this year, initially of 30 different models, reports trade magazine <em>Business of Fashion<\/em>. The company is working directly with the models and their agencies. The digital doppelgangers produced by technology partner Uncut will be used for postings on social media and for AI-generated advertising campaigns.<\/p>\n<p>H&amp;M explains that all rights to use the replicas remain with the natural persons. They could also use them for other brand campaigns at any time, even if these were placed by competitors of the fashion giant. The model could also decide whether H&amp;M could use the digital twin for a campaign in return for payment.<\/p>\n<p>So far, the industry&#8217;s reactions to AI-generated advertising have been ambivalent. On the one hand, the technology offers fascinating possibilities; on the other hand, critics fear that it will destroy sources of income and many jobs. This doesn&#8217;t just affect the models themselves, but everyone involved in the production of advertising campaigns, such as photographers, hair stylists and make-up artists. H&amp;M admits that it cannot yet foresee all the possible effects of the move.<\/p>\n<h3>H&amp;M is aiming for a pioneering role<\/h3>\n<p>AI-supported advertising usually features fully computer-generated personas. H&amp;M is deliberately taking a different approach with digital twins of real models. The company will use watermarks to indicate that these are AI-generated images. This transparency shall help determine consumer reactions. The digital twin is also not intended to replace the real person, but merely to complement them.<\/p>\n<p>The company is aware that not everyone will be happy about the development. <em>Business of Fashion<\/em> quotes J\u00f6rgen Andersson, Chief Creative Officer at H&amp;M: \u201cPeople will be divided: Is this good? Is this bad?\u201d. But he is convinced that AI will come either way. Ignoring this development would not help anyone. As a major player in the industry, H&amp;M wants to take on a pioneering role, while considering the interests of models and agencies as well as the fashion industry. The aim is to use the technology in advertising without unsettling those involved or consumers.<\/p>\n<h3>AI creates a perfect image<\/h3>\n<p>To create a digital twin, H&amp;M must take countless photos of the model, from different angles, with different lighting, in a variety of poses and in motion. An accurate image can only be created once all the person&#8217;s special features, including birthmarks and typical movement patterns, have been captured. The company uses technology from the Swedish provider Uncut for this purpose.<\/p>\n<p>The results should look deceptively real. Model Vilma Sj\u00f6berg reported that not even her boyfriend could tell the difference between a real photo and an AI-generated image.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>H&#038;M is testing the potentials of AI-generated advertising. The fast-fashion retailer is using technology from Swedish provider Uncut to create digital twins of initially 30 models for future campaigns. They retain full control over the use of their doppelgangers.<\/p>\n","protected":false},"author":8,"featured_media":21389,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[36],"tags":[89,2408],"class_list":["post-21394","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news-en","tag-hm","tag-uncut-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>H&amp;M plans to advertise with digital twins of models - Retail Optimiser<\/title>\n<meta name=\"description\" content=\"H&amp;M is testing the potentials of AI-generated advertising. The fast-fashion retailer is using technology from Swedish provider Uncut to create digital twins of initially 30 models for future campaigns. 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