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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.
Despite H&M's claim it would not change its "human-centric approach" some fear the move could impact other models, photographers and make-up artists.
American influencer Morgan Riddle called H&M's move "shameful" in a post on her Instagram stories.
"R.I.P to all the other jobs on shoot sets that this will take away," she posted.
The Swedish fashion giant, says it has more than 4,000 stores worldwide across 75 markets.
H&M to use digital clones of models in ads and social media. (2025, March 27). BBC Breaking News, World News, US News, Sports, Business, Innovation, Climate, Culture, Travel, Video & Audio. https://www.bbc.com/news/articles/c3vwg73xndeo