Many big names in the fashion industry are using AI in their marketing strategies and multi-tiered customer outreach.
Recently, Zara used AI to create models wearing the brand's clothing to promote its new products. According to Zara, using AI will shorten production time and save costs when launching new collections. They don't need to hire models, photography crews, or post-production teams, yet they can still have promotional images that reach users quickly on digital platforms, all through AI.
Previously, the Swedish fashion house H&M also used "AI clones" of real models for its promotional activities. The brand Zalando is also using AI to speed up the image production process. Zara, H&M, and Zalando all assert that AI only plays a supporting role for the creative team, helping to increase efficiency, and is not intended to replace humans. In fact, the models are still contacted by the brands to request permission to use their images and are paid according to the cooperation agreement.
Although AI helps fashion brands build and operate product promotion strategies more quickly, reduces risks, and reaches a more diverse customer base, many industry experts still express concerns. Isabelle Doran, CEO of the London Photographers Association, argues that the application of AI will reduce opportunities for photographers, models, and makeup artists, thereby affecting the entire industry ecosystem. In the long term, this could have a significant impact on the workforce as fewer people will inherit the skills.
This concern is entirely justified because many brands are misusing AI. Genera, a company based in the UK and Portugal, alone has a portfolio of 500 AI-generated models, covering all genders, body types, and skin tones to meet client demands. Keiron Birch, Genera's creative director, stated: "We can create any body shape, any gender, any race." In fact, many brands use AI models so realistically that consumers find it difficult to distinguish them. Specifically, in Guess's new collection advertised in Vogue (pictured), the models look incredibly realistic if it weren't for the caption "Produced by Seraphinne Vallora on AI." These are AI-generated products, based on a strategic idea from Guess and Seraphinne Vallora.
A survey by Bectu Group revealed that 54% of fashion industry workers believe AI will negatively impact their jobs. In fact, AI and advertising technology companies like IMG, Elite, and Wilhelmina are integrating the technology, leading to a decrease in recruitment demand in the fashion industry. The survey shows that while AI has facilitated brands' access to customers, the long-term benefits and sustainable development of the industry must also be considered. Therefore, a legal framework is needed to balance interests and protect the legitimate rights of fashion industry workers in the AI era.
BAO LAM (Compiled)