H&M will use AI to create digital twins of 30 models for social media and marketing. The move, first reported by Business of Fashion, allows H&M to showcase fashion creatively while embracing new tech. Models retain rights over their digital replicas and will be compensated similarly to current arrangements. While H&M says it’s not changing its human-centric approach, some, including influencer Morgan Riddle, fear job losses for models, photographers, and makeup artists. Trade union Equity stresses the importance of model control and fair pay amid AI advancements, advocating for AI protections in union agreements. Other brands, like Hugo Boss and Levi’s, have also explored AI-generated images. H&M is partnering with Uncut, a tech firm aiming to simplify and make content creation more affordable. Some models see ‘AI twins’ as a way to take on more work and avoid travel. However, Equity warns about unfair contracts denying models ownership and fair compensation.