Fast-fashion companies like H&M are embracing “digital twin”
technology
, or lifelike AI replicas of real human models, to power their marketing and design strategies.
What’s happening?
As
The Conversation
reported, H&M debuted its latest AI endeavor by cloning 30 real-life models using digital-twin technology.
These replicas, generated through a meticulous process involving full-body scanning and voice modeling, are designed to promote products, interact with consumers, and even model clothing virtually.
H&M isn’t the only one. AI avatars are popping up in fashion showrooms everywhere, hinting at a future where real people might be replaced with endlessly reusable
digital doubles
.
While some models will receive ongoing compensation and partial control of their likeness, industry norms around pay, rights, and data ownership remain inconsistent.
“As digital twins technology continues to evolve, we must develop regulatory frameworks to ensure fair compensation for workers in creative industries,”
wrote
Jul Parke, a PhD student in Media, Technology & Culture at the University of Toronto, for The Conversation.
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Why are digital twins important?
The digital-twin AI trend raises serious questions about labor fairness, identity, and environmental responsibility.
For fashion models, photographers, and influencers, digital clones could mean less work and reduced compensation. Those with larger followings will be able to capitalize on the trend more,
squeezing out
Those lacking large online audiences or significant industry influence.
More concerning still, this technological surge might exacerbate the issues.
negative impacts of rapid fashion trends
, which is already one of the planet’s most inefficient sectors.
Fast fashion
produces over
92 million tons
Each year, we generate vast amounts of textile waste, with no sign of this trend abating. A significant number of clothes are intentionally made to deteriorate rapidly, leading to an increased volume of synthetics infused with plastics being dumped into landfills and absorbed into our environments.
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Now, with AI-generated models at the forefront, fashion companies may further reduce investments in real human labor and sustainability. And despite digital twins being virtual, their existence still serves to sell physical products, potentially
accelerating the cycle
of overproduction and waste.
What actions are being taken regarding digital twins?
While the ethical standards for digital twins are still evolving, some companies are committing to
more transparent practices
including equitable remuneration and usage rights for the individuals associated with the clones.
Experts in the field are calling on legislators and labor organizations to create strict guidelines aimed at preventing abuse, particularly as artificial intelligence continues to advance in capability.
For consumers, one of the most effective methods to combat this concerning fast-fashion trend is through
choosing not to participate in fast fashion
altogether.
Thrifting
And purchasing pre-owned items extends the lifespan of clothing, prevents wastage, and saves buyers hundreds of dollars. Each minor decision contributes to decreasing textile waste and lessens the demand for exploitative practices in both online and offline environments.
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Experts issue warning as clothing brands create ‘digital twins’ of fashion models: ‘We must develop regulatory frameworks’
first appeared on
The Cool Down
.
