H&M has formally introduced a series of AI infiltration “digital twin children” that have been made after real people. This is a move that raises questions about the future of photography and the broader creative industry.
As the first pitcher Pixel has reported, the retailer of Swedish clothing has now begun to use these AI-generated similarities in some photos of his marketing. Rollout is reported before April, H&M is working on a digital clone for its 30 models. Instead of being caught by the photographer, photos were created using a trained machine learning system on a wide range of models.
Although the results may not be separated from traditional fashion photography, their technology behind them is pulling both the definition and doubts. Critics say relying on the imagery of AI can eventually replace jobs of photographers, makeup artists, stylists and other professionals who generally support the shoots.
In a recent Instagram post, H&M tried to clarify its intentions, and rejecting people’s idea of AI:
This man is not a question of vs. machine, I think it is man and machine. What the machine can do is mainly to enhance human creativity.
– Jorner Anderson, Chief Creative Officer of H&M
Photographer Johnny Kangasinimi, who worked with H&M, echoed this approach and defended the company’s experience with AI.
This is not something I see that I am going to change photography in any way. I think it’s going to be more than an extra tool.
– Photographer Johnny Kangasinimi.
Still, not everyone is sure. A Instagram user pushed back, saying, “To tell Kangasinimi how photographers are not being changed if this brand is no longer commissioning the original photo shoots for its eyes and e -commerce imagery.” Part of this concern is how convincing AI’s results. Many audiences who scroll through H&M’s site or social feeds may not realize that the images were made according to the recipe. Photorialism contains many images taken from different angles and light conditions through training of AI models on major datases. This allows the algorithm to develop a lifetime output that transmits the model’s features with remarkable accuracy. H&M is not alone in this shift. Spanish retailer mangoes have also launched marketing campaigns, including AI-Infield models. Last year, levy announced plans to use plans to use plans to use AI-created individuals as part of an attempt to diversify their model representation.
Whether this phenomenon increases or revolves around a widespread reaction, one thing is clear: it is becoming more difficult to distinguish between the line between artificial and real – and many people in the fashion and creative industries are anxious.
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