H&M and AI virtual models
Artificial intelligence is gradually transforming the fashion industry, and H&M is one of the first major players to fully exploit its potential. By launching a project to create "digital clones" of 30 leading models, the ready-to-wear giant aims to optimize its marketing campaigns and modernize its production processes. An initiative that leads us to reflect on the evolution of modeling and the management of models' images for product portfolios.
The rise of AI virtual mannequins at H&M :
H&M isn't just experimenting with AI, it's actively integrating it into its global strategy. The company recently announced an ambitious project: the creation of digital clones for 30 of its flagship models. This initiative aims to limit unnecessary photo shoots and generate large-scale marketing campaigns, while reducing production costs. According to internal estimates, this transition could lead to a significant reduction in spending on logistics and shoot management.
This project is part of a broader approach to optimization using AI. In collaboration with Google, H&M has developed an integrated data platform leveraging AI and machine learning to improve its supply chain. The platform analyzes sales data, production schedules and shipment information, helping to reduce delivery times and optimize inventory management. Thanks to these advances, H&M has recorded a 6% increase in sales in 2022, a performance partly attributed to the successful integration of AI.
At the same time, H&M is also banking on AI chatbots to improve its customer service. These virtual assistants answer common customer questions, recommend products and take over certain administrative tasks, enabling human teams to focus on more complex requests.
An innovative approach: models retain ownership of their clones
Unlike other initiatives where models lose all control over their image, H&M takes a more ethical approach by allowing each model to retain ownership of their digital double. This means that each time their avatar is used, they will receive remuneration and have a right of review over the images generated. A way of guaranteeing transparency and fairness in the exploitation of AI virtual models.
What's more, to avoid any confusion with real images, H&M is committed to putting an explicit statement on every visual created by IA. This initiative is designed to respond to growing concerns about the authenticity and reliability of digital content.
What's the impact on the modeling industry?
While this technological advance offers new perspectives for brands and designers, it also raises questions about the future of traditional models and fashion photographers. Could the democratization of digital avatars eventually reduce the number of shoots and transform the modeling profession?
According to Louise Lundquist, Head of Business Development at H&M, it's still too early to fully assess the impact of this transition on the industry as a whole. However, this evolution seems inevitable as AI fashion gains in popularity and efficiency.
The advantages of AI virtual mannequins for e-commerce fashion
Personalization and diversity: Digital avatars can be tailored to the specific needs of advertising campaigns, enabling a more inclusive and varied representation of consumers.
Cost optimization: Reduce costs related to traditional photo shoots, travel and logistics.
Greater flexibility: create large-scale visuals in record time, with no geographical constraints.
Consumer engagement: with solutions like "virtual try it on", customers can visualize garments more accurately before purchase, enhancing the user experience.
Artcare and the future of AI virtual mannequins
At Artcare, we believe in innovation and the integration of AI virtual mannequins to redefine fashion industry standards. Our AI R&D solutions enable brands to benefit from hyper-realistic, fully customizable avatars, optimizing their digital strategy.
Do you have an AI mannequin project? Contact us to find out more!
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