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H&M to use digital clones of models in ads and social media


Some fear the move could mean less work for models, photographers and make-up artists.

Platforms like Instagram and TikTok require users to disclose the use of AI to create realistic content, and it is labelled as such to inform audiences. H&M also said models would be compensated for use of their digital twins in a similar way to current arrangements - which sees them paid for use of their images based on rates agreed by their agent. Uncut says on its website it is "helping big brands say goodbye to outdated production methods" and making content creation "simpler, smarter and more affordable".

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