H&M to Introduce AI-Generated Models in Digital Retail Shift

FKA Twigs and Jazzelle Zanaughtti in H&M's spring 2025 campaign

H&M has announced plans to incorporate AI-generated models in its online retail strategy, marking a significant shift in how fashion brands present their products. The Swedish fast-fashion giant revealed that it will use artificial intelligence to create virtual models showcasing its clothing, a move aimed at enhancing efficiency and diversity in digital fashion representation.

AI and Fashion

The initiative, reported by Business of Fashion, aligns with a growing trend in the industry where brands are leveraging AI to streamline content creation, reduce costs, and offer more inclusive representations of customers. By utilising AI-generated models, H&M can showcase its garments on a wider range of body types, ethnicities, and styles without the logistical constraints of traditional photoshoots.

According to the company, these digital models will not replace human representation but will complement it, offering shoppers a more personalised and varied shopping experience. H&M’s adoption of AI follows similar initiatives by other major retailers exploring the potential of artificial intelligence in marketing and e-commerce.

However, the decision has sparked mixed reactions. While some applaud the innovation for its inclusivity and sustainability, others raise concerns about the potential impact on jobs within the modelling and photography industries. Critics also argue that AI-generated bodies may further distort beauty standards if not implemented responsibly.

As H&M rolls out its AI model strategy, the fashion industry will be watching closely to see how customers respond to this new digital frontier.