H&M will use digital AI “twins” of 30 models in ads & social media. The move aims to explore new creative ways of showcasing fashion, according to chief creative officer Jörgen Andersson. While H&M claims it won’t change its “human-centric approach”, critics fear job losses for models, photographers, & make-up artists. Influencer Morgan Riddle called it “shameful.” The initiative, reported by Business of Fashion, says models retain rights and will be compensated. Images will likely be watermarked initially on social media. Equity, a UK trade union, stresses models’ control over their likeness and fair pay. Other fashion brands like Hugo Boss & Levi Strauss have experimented with AI. Concerns remain that AI adoption could reduce job opportunities in the industry. H&M is working with Uncut on AI likenesses. Some models see “AI twins” as a way to take on more work and avoid travel. Equity warns of unfair contracts denying ownership and fair compensation.