How AI-Generated Models Are Redefining Fashion Marketing

Fashion marketing shifts as technology grows. AI now shapes the use of digital models. These computer-made faces, known as digital twins, change how brands meet people and refresh the modeling field. The field now holds close to $2.5 trillion in worth.

The Rise of Digital Twins

Digital twins are models built with new body scan tools and smart AI systems. Brands now use these digital figures to run bright ad plans and flexible campaigns. Companies such as Levi’s and H&M join with tech firms to include these models in ads. This method cuts costs and speeds up rollouts.

H&M used AI models in ads and social media posts. They did not mean to replace real models. They added these images as extra art alongside human talent. The move sparked much talk about work ethics and job security.

Operational Efficiency and Marketing Strategies

The virtual models work in front of cameras for still images. They do not act like online influencers who chat with fans. Brands pay real models for sharing their look. This payment meets normal rules for ads rather than social media guidelines.

The use of AI models gives teams a chance to try new ad plans and fix them when needed. This change may drop costs and bring fresh views that build strong ties with buyers.

Ethical Challenges and Industry Concerns

AI use in fashion brings hard debates. Mango ran a campaign in July 2024 that used only AI avatars. Many online users called it “false advertising.” Some said the images did not show the clothes as expected.

Big points here include consent, fair pay, and a right look in ads. There is worry that AI might push human talent out. This change can affect models, makeup artists, and photographers alike. Using a person’s look by AI can risk abuse and calls for clear rules in the field.

When real and fake mix, trust may fall. If buyers see AI images as tricky or fake, they may lose faith in the brand.

Moving Toward Inclusivity and Transparency

Diversity stays a strong issue as AI models grow. AI can custom fit looks but might also repeat old biases or seem to show mixed looks without truth. As this tech spreads, brands must use it to bring true fairness to ads.

To meet these tests, teams need safe and fair rules. Brands must tell buyers when digital models appear in ads. They should cover many kinds of people so that a wide group sees real chances in the ads.

Conclusion: The Future of Fashion Marketing

As tech grows, fashion must work with the limits of AI images while holding strong to careful rules. Rules for digital models must include clear permission and respect for art rights. With clear plans, AI can be a strong tool that adds art while keeping trust and fairness in fashion ads.

Luana Carcano is a Lecturer in the Beedie School of Business at Simon Fraser University. She shares how tech and fashion meet.