{"id":6834,"date":"2025-04-08T08:18:20","date_gmt":"2025-04-08T08:18:20","guid":{"rendered":"https:\/\/alettafocusmarketing.com\/ai-models-at-hm-a-new-era-or-the-end-of-authenticity\/"},"modified":"2025-08-25T15:48:14","modified_gmt":"2025-08-25T15:48:14","slug":"ai-models-at-hm-a-new-era-or-the-end-of-authenticity","status":"publish","type":"post","link":"https:\/\/alettafocusmarketing.com\/en\/ai-models-at-hm-a-new-era-or-the-end-of-authenticity\/","title":{"rendered":"AI models at H&amp;M: a new era or the end of authenticity?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><br\/>H&amp;M&#8217;s latest campaigns feature not flesh-and-blood models, but AI-generated characters, digital copies of real people. And this opens a whole new chapter in fashion visualisation. <br\/><br\/>Why is it worth it for the brand?<br\/>\u2714\ufe0f Faster, cheaper content production<br\/>\u2714\ufe0f Multiple body shapes, skin tones, ages can be displayed AT ANY TIME<br\/>\u2714\ufe0f Models receive royalties for digital presence<br\/><br\/>But in the meantime&#8230;<br\/>\u274c What about photographers, stylists, make-up artists?<br\/>\u274c Real diversity or just idealised perfection?<br\/>\u274c Greener campaign = more sustainable brand? Not sure. <br\/><br\/>AI will of course create new types of jobs: prompt makers, visual curators, art directors working with artificial characters, but it&#8217;s a different kind of presence&#8230; and of course, other jobs are being taken, transformed.<br\/><br\/>The question is not whether AI can be diverse. The question is whether brands are consciously using it. Will they dare to ask for wrinkles, freckles, real character traits, or will we stick with artificially manufactured perfection?  <br\/><br\/>Is a twin really a twin? And wasn&#8217;t it like that in the old days? Are we celebrating the uniqueness of the human model and therefore the AI model, or did we go back to the time and are we still going to the time?  <br\/><br\/>Artificial intelligence has moved from the background. It&#8217;s already working with us .. now it&#8217;s our turn to show what we can do with it. Consistently, assessing both the risks and the benefits. Let&#8217;s not (continue to?) mould the image of a template world.<br\/><br\/>Because visuality only really works if it also makes you feel. Not by being perfect, but by being human. Even if it is AI generated.  <br\/><br\/>\ud83d\udcac What do you think: exciting development or lost credibility?<\/p>\n\n<p class=\"has-text-align-right wp-block-paragraph\">Aletta Nagy-Kozma<\/p>\n\n<p class=\"has-text-align-right wp-block-paragraph\"><a href=\"https:\/\/alettafocusmarketing.com\/en\/\" target=\"_blank\" rel=\"noreferrer noopener\">alettafocusmarketing.com<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>H&amp;M&#8217;s latest campaigns feature not flesh-and-blood models, but AI-generated characters, digital copies of real people. And this opens a whole new chapter in fashion visualisation. Why is it worth it&#8230;<\/p>\n","protected":false},"author":2,"featured_media":6692,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[117],"tags":[1187,732,129,542,123,128,1190,1189,1188,1191,1186],"class_list":["post-6834","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-en","tag-ai-models","tag-artificial-intelligence","tag-community","tag-content-creation","tag-credibility","tag-digital","tag-diversity","tag-fashion-en-2","tag-hm-en","tag-labour-market","tag-sustainability"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>AI models at H&amp;M: a new era or the end of authenticity? - Aletta Focus Marketing<\/title>\n<meta name=\"description\" content=\"H&amp;M is using AI models in its campaigns, which is fundamentally changing the fashion industry. 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