bbc.com
H&M to Use AI-Generated Models in Marketing, Raising Worker Rights Concerns
H&M, a major fashion retailer, plans to use AI to create digital twins of 30 models for social media marketing, compensating models for their likeness and emphasizing their rights; this initiative raises concerns about potential job displacement and the need for stronger worker protections in the face of increasing AI use.
- What are the immediate impacts of H&M's use of AI-generated model twins on the fashion industry?
- Hennes & Mauritz (H&M) will use AI to create digital twins of 30 models for social media and marketing, with models retaining rights and receiving compensation. The company states this is to explore creative ways to showcase fashion while maintaining its human-centric approach.
- How does H&M's approach to compensating models for the use of their AI twins compare to existing industry practices?
- H&M's initiative reflects a growing trend of fashion brands exploring AI for image generation, aiming for increased efficiency and diversity. However, it also highlights concerns about potential job displacement for models, photographers, and make-up artists, and the need for robust legal protections for models' rights and compensation.
- What are the long-term implications of AI-generated models for worker rights and the creative processes within the fashion industry?
- This initiative could significantly alter the fashion industry's workflow and creative processes, impacting various roles. The success of H&M's approach will depend on how effectively it addresses ethical concerns surrounding AI-generated content and worker rights; it may influence industry standards for AI use in marketing.
Cognitive Concepts
Framing Bias
The headline and introduction emphasize the potential negative consequences of H&M's AI initiative, framing the story around concerns of job displacement and the need for worker protections. This framing could shape readers' understanding of the issue to focus more on potential risks than on opportunities. The inclusion of Equity's concerns early in the article further reinforces this negative framing.
Language Bias
The language used is generally neutral, although phrases like "some fear the move could impact" and "Unfortunately, the current landscape has little to no such protections" carry a slightly negative connotation. The use of "explosion" to describe the increase of AI-generated content is also somewhat sensationalized. More neutral alternatives could be: "concerns exist regarding the move's impact" and "currently, limited protections exist.
Bias by Omission
The article focuses heavily on H&M's use of AI models and the concerns of the trade union Equity, but omits discussion of potential benefits of this technology for the fashion industry or wider society. It also doesn't explore the perspectives of consumers on the use of AI-generated models in advertising. While space constraints are a factor, including these perspectives would provide a more balanced view.
False Dichotomy
The article presents a somewhat false dichotomy by focusing primarily on the potential negative impacts of AI models on human workers without adequately exploring the potential benefits or alternative approaches. While concerns about worker displacement are valid, the article doesn't fully consider the potential for AI to create new opportunities or enhance existing processes within the fashion industry.
Gender Bias
The article does not exhibit significant gender bias. While it focuses on the impact on models (a predominantly female profession), the analysis and concerns raised apply to all affected workers regardless of gender. The quotes from Paul W Fleming, a male union representative, are given equal weight.
Sustainable Development Goals
The use of AI models could lead to new job opportunities in the fashion industry, such as AI model trainers and maintainers. However, there are concerns about potential job displacement for human models, photographers, and makeup artists if the technology becomes widespread. The success of this initiative in balancing job creation and displacement will significantly influence its impact on this SDG. H&M's commitment to compensating models for the use of their digital twins is a positive step toward ensuring fair labor practices.