I recently read that H&M, the multinational fashion company, plans to use artificial intelligence to create digital models and showcase its new collections. This news, far from being an anecdote, seemed crucial to me in analyzing the profound transformation that AI is driving in the fashion industry, and in society in general.
The idea is simple but revolutionary: at first, AI will generate exact "copies" of models, and garments will be displayed on them. This represents yet another use of AI to replace humans and, without a doubt, a cost-saving strategy. The company, at least publicly, has promised to reach compensation agreements with its current models. But who can guarantee that this will be the case in reality? Experience shows that AI is advancing at a dizzying pace, and the transition from real models to digital models is a matter of time.
The venture by H&M, a company with more than 4,000 stores in 70 countries, is an example of how AI is becoming a powerful marketing and promotional tool. Realistic photographs, generated at low cost and in record time, are an alternative to traditional advertising campaigns and, of course, a cost-cutting strategy that will likely result in lower prices for consumers and greater profits for the company.
In this scenario, AI is not only changing the way collections are presented, but is directly altering the workflow of the creative industries. What is clear is that the number of models working in the textile industry will decrease. This is not a question of "good" or "bad," but a tangible reality driven by technology.
A dehumanized future?
The question that emerges strongly is the future of professional models. The replacement of humans by AI is a growing phenomenon in numerous sectors, and fashion is no exception. We must be aware that AI is already capable of creating hyper-realistic images of people today, and that this capability will only increase in the coming years. The impressive efficiency of AI raises a question: how far will this digital revolution go?
The potential of AI to generate content is enormous. Consider the possibility of creating personalized advertising campaigns, tailored to each market and target audience. AI itself can identify trends, analyze data, and optimize production based on demand. But this technological progress does not come without challenges.
Concerns about the social impact are legitimate. Job losses in the fashion sector, and in other creative industries, are a palpable reality. How will people adapt to this change? What new opportunities will open up in the job market? What type of training will be necessary to prepare for this new world?
The influence of AI in the fashion sector extends beyond the final image. From design creation to supply chain management, AI is reshaping production, design, and sales strategies. 3D modeling, fabric simulation, and trend prediction are just some of the applications transforming production processes.
AI is an unstoppable trend, and while it will help us in some ways, it will profoundly affect different people in many others. Change requires an adaptive attitude. The future of fashion is not just about images on a screen, but about how companies, individuals, and society at large adapt to the new realities brought by AI. Continuous training, professional reinvention, and the pursuit of new opportunities that arise with this change are essential.
The landscape is complex and requires in-depth analysis. AI, applied responsibly and ethically, can be a powerful tool for the fashion industry, but it is crucial to address the impacts on jobs and society as a whole. Social dialogue and the search for solutions that benefit everyone are essential in this new technology-driven era.
But let's not fool ourselves, AI is going to make life more difficult for many people.
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