In a groundbreaking move, fashion giant H&M has introduced a series of AI-generated “digital twins” based on real people. This innovative approach has sparked discussions about the future of photography and creativity within the industry.
In response to questions about AI replacing human photographers, H&M made it clear that the intention is not to diminish the role of individuals in the creative process. Chief Creative Officer Jörgen Andersson stated, “It’s not a question of man versus machine, I think it’s man and machine. What the machine can do is basically amplify human creativity.” Photographer Johnny Kangasniemi also emphasized that AI should be viewed as a complementary tool rather than a replacement for traditional photography.
However, concerns have been raised about the realism of AI-generated images. Many consumers may not realize that the lifelike visuals they see on H&M’s platforms are actually computer-generated. By training AI models on vast datasets of images, the algorithm is able to produce convincing outputs that mimic human features with remarkable accuracy.
