AI-based digital cloning is starting to be used in fashion PR. What are the advantages and disadvantages of digital cloning, say experts?
AI-created fictional characters, or 'digital clones,' can be so sophisticated that they are indistinguishable from real people, and are increasingly being used for
Digital clones of real models are revolutionizing fashion advertising
https://theconversation.com/digital-clones-of-real-models-are-revolutionizing-fashion-advertising-254244
One of the areas where 'digital clones,' fictional characters created by AI, are active is the fashion industry. The role of influencers who spread items and brands is important for fashion trends, and the global influencer market is estimated to grow to more than $32 billion (about 4 trillion yen) by 2025. Normally, it takes time and money to contract with an influencer, but by promoting a digital clone created specifically for a brand as an influencer, it is possible to reduce costs and make it easier to develop campaigns.
For example, fast fashion retailer H&M announced plans to create digital clones of models for social media posts, marketing campaigns, and other purposes around the end of March 2025. H&M uses digital clones created from real models, rather than completely fictional characters, in its marketing, and the original models retain the rights to the digital clones and receive royalties under the contract. 'We are interested in exploring ways to showcase our fashion in new and creative ways and embracing the benefits of new technologies, while still maintaining our commitment to personal style,' said Jørgen Andersson, H&M's chief creative officer.
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H&M touts the benefits of the move, such as lower costs for promotional photo shoots and faster catalogue development, but it has also sparked debate across the industry, including ethical concerns, as it takes jobs away from models, make-up artists and photographers.
Calcano cited consent and compensation as major concerns with digital cloning: While H&M contracts with models to create their digital clones, some companies and individuals who use digital cloning may use the likenesses of their predecessors as training data to create their digital clones, without their consent.
Diversity is also a key issue: AI can create people of any race, age, or body type by adjusting parameters, but since it is based on the data it is trained on, it can contain significant bias .
Digital clones are a powerful tool for fast fashion brands that have little budget to spend on advertising to better represent diverse body types and style preferences. Transparency is essential to resolve ethical issues while improving brand value with digital clones, Calcano pointed out. As a specific measure, Calcano said, 'Without clear guidelines and permission, brands risk violating privacy, abusing portrait rights, and facing legal action. Brands need to implement ethical frameworks to enhance creativity with AI while maintaining integrity, inclusiveness, and legal accountability.' He spoke of the importance of creating a framework.
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