H&M To Use Digital Clones of Models In Ads and Social Media (bbc.com) 52
An anonymous reader quotes a report from the BBC: Fashion retailer H&M is to use artificial intelligence (AI) to create digital "twins" of 30 models. It says it will use the AI doppelgangers in some social media posts and marketing in the place of humans, if given permission by models. "We are curious to explore how to showcase our fashion in new creative ways -- and embrace the benefits of new technology -- while staying true to our commitment to personal style," said its chief creative officer Jorgen Andersson in a statement.
The initiative was first reported by industry publication Business of Fashion. H&M told the outlet that models would retain rights over their digital replicas and their use by the company and other brands for purposes such as marketing. Its images are likely to be initially used in social media posts, with watermarks that make their AI use clear, it added. H&M also said models would be compensated for use of their digital twins in a similar way to current arrangements -- which sees them paid for use of their images based on rates agreed by their agent.
The initiative was first reported by industry publication Business of Fashion. H&M told the outlet that models would retain rights over their digital replicas and their use by the company and other brands for purposes such as marketing. Its images are likely to be initially used in social media posts, with watermarks that make their AI use clear, it added. H&M also said models would be compensated for use of their digital twins in a similar way to current arrangements -- which sees them paid for use of their images based on rates agreed by their agent.
is this false advertising? (Score:4, Insightful)
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It's always been an issue comparing photos taken in a studio and later "enhanced" compared to the real product in real life.
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'Model' is a job title not a definition of 'looks'. There all kinds of models on TV, movies, commercial etc. that represent 'normal' people. Now that we are more self aware there are a variety of body types and colors in most all media.
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I wonder what your definition of a "normal figure" is. I get the feeling it's an unhealthy one, that has in recent generations became normalized, particularly in America.
Why aspire to mediocrity?
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Yeah, as far as I knew Twiggy and Kate Moss were generations ago. Not that I ever read Vogue, but from the ads I see in passing, the models don't all seem to be malnourished.
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In some countries are laws to have "underaged looking" and "close to starving looking" models.
When they got put into effect, or were discussed, the industry started to set up voluntary standards.
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Wouldn't normal have a statistical definition, based on the data of the actual population?
No. As far as I know "normal" has no statistical definition and even if it did what would it have to do with models' figures? The idea that numbers to something can somehow create a definition of "normal" human figure is kind of weird.
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I never studied statistics, but the data says the actual population isn't healthy. Trying to cleave a distinction between what is normal and what is good.
Aspiration has to do with the fact we're discussing advertising, where the goal is typically to inspire the viewer to become like the ad, which means the use of a product but oftentimes also a heavily implied lifestyle surrounding that product.
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Wouldn't normal have a statistical definition, based on the data of the actual population?
I think you're conflating "normal" with "average" for a population.
Like the normal length of a human neck, vs. the average length in those in Myanmar that practice neck stretching.
Re: is this false advertising? (Score:2)
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Sir Mix-A-Lot would go on, moments later, to describe his ideal figure as an "itty bitty waist with a round thing in your face". That doesn't exactly sound "normal" either. Probably surgically-induced.
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Surprisingly most models are normal humans with normal figures.
You are mixing up Hot Couture, with standard catalog models.
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So they aren't showing the actual product.
Wait until you find out about ads which use just words, or how advertisement worked before photography was incorporated into print. Like seriously, you think *ANY* advert is 100% representative of the product they show in the pictures? Man will you be disappointed when you buy a McDonalds Happy meal. Not only does your burger look like a sad piece of cardboard in real life, but it turns out the toys don't magically come to life either.
What if the color isn't as vibrant, or has a different sheen or just hangs different due to the fabric density.
How would you know? When was the last time you put a spectrometer on your
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"Not only does your burger look like a sad piece of cardboard in real life"
but it tastes like a sad piece of cardboard too...
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but it tastes like a sad piece of cardboard too...
You're saying even the "happy" part of "happy meal" is false advertising?
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My screen is actually colour calibrated, but unfortunately web browsers are not reliable when it comes to reproducing colour. Most sites target Chrome and derivatives, so at least there is some uniformity now, but even Chrome doesn't produce the same colours as things like Adobe suite. Firefox is even worse.
And even if they were accurate, colour looks different in real life due to how lighting interacts with the material. What is shown on screen is only valid for the lighting rig it was photographed under.
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Most sites target Chrome and derivatives, so at least there is some uniformity now, but even Chrome doesn't produce the same colours as things like Adobe suite.
Then your colour process is wrong and one of the apps either isn't obeying the colour profile, or is reading the wrong one. Chrome absolutely produces colours correctly, and works with Windows colour API to do it. (A necessity here since I don't just have a calibrated monitor myself for the work I do, but also a really wide gamut monitor). Chrome and Photoshop produce identical results here.
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No different than the tricks used for food ads for decades, like using motor oil as syrup or shaving cream for whipped cream.
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All advertising is false, and clothing advertising is doubly so. Even very fit and slender models are commonly altered to be more fit and slender. Color of models and clothing alike is adjusted to look its best in the medium through which it will be conveyed to your eyeballs. Even in the most honest case there is voluminous use of ideal lighting. Anyone expecting mainstream advertising to provide a faithful representation of a product they are considering is deluding themself.
There's really no medium of adv
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It is getting worse also for "natural" photos. Most Android phones have "beautifiers" build in. Activated by default, many users do not even notice.
It kind of backfires, when the original person looks in RL more beautiful/attractive than the filters make him/her.
IAds are all fake at some level (Score:2)
What if the color isn't as vibrant, or has a different sheen or just hangs different due to the fabric density.
When was the last time that you saw a burger from a fast food place or a pizza from a pizza place etc. that looked anything like the ones in adverts? I do not know what legal argument they use to be allowed to do what they do but clearly there is one and ultimately there is no difference between faking the appearance of something using real objects vs. virtual ones.
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They will be showing AI generated clothing on AI generated models. So they aren't showing the actual product. What if the color isn't as vibrant, or has a different sheen or just hangs different due to the fabric density. This seems like a terrible experience for the customer.
Advertising has never been about reality. Now companies have the option of forgoing even utilizing reality to create the ads that they flood our eyes and ears with. What an awesome future we've created.
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You would be surprised how product photos are made. You find some on YouTube. Most food that looks tasty in the ad would be absolutely disgusting as it is prepared with all kinds of non-food stuff to look good.
Really? (Score:2)
Nobody cares about the 'models', people care about the CLOTHES.
They don't buy something because a skinny bitch from the Gossip rags wears it.
Re: Really? (Score:2)
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Fashion models are generally the same height and size because that is what the originals are (or were, there's a lot more variation these days) made to fit, and putting your fancy, overpriced clothes on a model they don't fit isn't a good ad. But tradition is the most powerful force known to man.
In other words, because they always have.
Re: Really? (Score:2)
Re:Really? (Score:4, Insightful)
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Nobody cares about the 'models', people care about the CLOTHES.
They don't buy something because a skinny bitch from the Gossip rags wears it.
No, few people like you and me may want to buy clothing for its practical purpose, but the vast majority of revenue in the "fashion" industry is made with low quality, short-lived "clothes" that masses of people buy because they admire someone who wore similar clothes, and who leave it to others (advertisers, companies, "celebrities") to make decisions on their behalf, even in matters of taste. And who will buy the next piece, not because they need it, but because they have been told what was last year fash
Likeness rights (Score:5, Insightful)
Never give up your likeness right kids. Once they've got it, they'll use it forever.
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Or, better, never give up your likeness for too little money. Want to use it forever? No problem, royalty for every use, forever.
Never sign a contract that screws you.
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They'll just buy the next 20 models' likeness rights, and they'll end up with the royalties, instead of the one who kept her rights.
I don't think I'd have too big of an issue signing away this particular right. Especially if I were a model, who had already decided to make selling her image her livelihood.
It's not like the models are writing books or making music. There's no creative control to lose. You're selling peeps. People can just as easily peep at the AI without having to bother you.
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This is a well developed area of law. Actors who sign on for one movie do not give up their likeness for subsequent movies, they have a contract that requires further negotiation and payment for that.
Of all the professions automated away by AI... (Score:2)
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It will eliminate the model profession... But the advertisers, I think they're here to stay... AI will just empower them to produce more crap, cheaper and faster.
Looker IRL (Score:3)
There was a very interesting movie from the 80s called "Looker" starring Albert Finney that had the exact same plot.
Awesome! (Score:4, Funny)
Maybe they can also make use of AI-generated customers as well! That way, when the out-of-work real-life models - along with those who has been made jobless by AI, robotics, and the DOGE-bags - can no longer buy your clothes!
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Oops! Clicked the wrong button. Post should have read:
"Maybe they can also make use of AI-generated customers as well! That way, you'll still have people to sell stuff to when the out-of-work real-life models - along with those who have been made jobless by AI, robotics, and the DOGE-bags - can no longer buy your clothes!"
just a few seconds (Score:2)
In many cases the video ads feature just a few seconds of the models. The performer can just approve of a vey reasonable facsimile to stand in for that and not have to fly to location. They still get paid for being attractive and well known or whatever. As for social media posts, you can figure that almost all of those are going to be faked from now on.
Marketing BS (Score:2)
> We are curious to explore how to showcase our fashion in new creative ways -- and embrace the benefits of new technology -- while staying true to our commitment to personal style,
Totally not to save money, no sir
Seems difficult to make your own model? (Score:1)
Would it not make more sense to sketch one from scratch?
Models and payment (Score:2)
And who won't be getting paid? Photographers, set builders, set dressers, hair stylists, make-up artists, all the people behind the scenes periphera