Digital Doppelgangers: H&M Explores AI Digital Twins for Fashion Retail

H&M is creating 30 digital twins of human models this year to explore new ways of showcasing its products in marketing and social media. The company will let models retain rights to their digital twins and receive compensation. Images will be watermarked to indicate AI creation. This initiative aims to increase efficiency and creative flexibility in fashion marketing, potentially enabling faster campaign turnarounds and cost savings. However, questions remain about consumer reception and the impact on fashion industry jobs.