Recently, artificial intelligence technology has been continuously penetrating various industries, and the fashion industry is no exception. In 2023, commercial model Sarah Murray first saw an AI-generated model, which was a young woman with diverse skin tones wearing a Levi's denim dress. Murray said that seeing such an advertisement made her feel frustrated because the modeling industry is already highly competitive, and now it also has to face the perfect standards brought by AI.
Image source note: The image is AI-generated, and the image licensing service provider is Midjourney
Over time, the use of AI-generated models in the fashion industry has become increasingly common. Recently, the July issue of Vogue published an advertisement for the Guess brand, in which the model's body shape and appearance completely met the beauty standards of North America. However, to everyone's surprise, this model was actually AI-generated. This news sparked widespread discussions on social media, with many people believing that it means the fashion industry is moving towards a direction that no longer relies on humans.
Experts and models within the industry have expressed concerns about this. They point out that AI technology can create high-quality creative content at a very low cost and in a short period of time, making the future of human models, photographers, and stylists more uncertain. Model Sinead Bovell said that e-commerce models are the most vulnerable group to automation, as many brands hope to reduce costs and improve production efficiency through AI models.
Throughout this process, many brands are accelerating the adoption of AI models. For example, Paul Mouginot mentioned that using AI models can start with basic product photography, then use virtual models for image presentation, and finally generate fashion advertisements that look almost real. This method not only saves on labor costs but also meets the large demand for content from brands to some extent.
However, this trend has also triggered discussions about "robot culture appropriation," especially regarding the use of diverse models. Many models worry that brands may use AI technology to create models that match their identity, rather than hiring real diversity talent. Sarah Murray believes that brands should listen to real models who are eager to work, instead of relying on virtual alternatives.
Although some industry professionals are optimistic about the future of AI-generated models, believing that they can provide more opportunities for models, the overall atmosphere in the industry remains tense. Claudia Wagner pointed out that the application of AI technology in the fashion industry is still in the experimental stage, and how brands will maintain the value of human models while utilizing AI in the future remains a topic worth watching.
Key points:
🌟 The use of AI-generated models in fashion advertisements has attracted widespread attention and controversy.
💰 The main reason brands adopt AI models is to reduce costs and improve production efficiency.
👗 Models are worried that the popularity of AI technology may affect their job opportunities, especially for diverse models.