Fashion model Hannah James faced a dilemma as she weighed whether to digitally clone herself.<\/p>\n
On one hand, the 25-year-old worries digital replicas of models could render her job obsolete. On the other hand, the Los Angeles model wants to get ahead of artificial intelligence and use it to potentially make more money before it\u2019s too late.<\/p>\n
She partnered this year with Kartel.ai, a Beverly Hills startup that\u2019s building a platform for brands and businesses to license the likenesses of models for a fee. Kartel.ai helps models create digital replicas of themselves that can be hired for advertising campaigns.<\/p>\n
\u201cIt\u2019s crazy to see what they can create in hours,\u201d said James, who has modeled for a decade. \u201cIt\u2019s beautiful, but at the same time, it\u2019s scary.\u201d<\/p>\n
Models like James are contending with how to retain control over their careers as the rise of AI-powered tools that can quickly generate images and videos alters the creative process. Advancements in AI have made it easier to generate digital clones of models or virtual people who don\u2019t exist in real life. <\/p>\n
Unlike real people, AI models and digital clones don\u2019t get sick or deal with bad-skin days. AI models can be in many places at the same time, and they don\u2019t need a break as campaigns try different shots, locations and products. <\/p>\n
Applying generative AI \u2014 the kind of technology used by ChatGPT \u2014 to generate and manipulate fashion shoots and other images has been taking off this year, sparking debate about whether AI will take away jobs in an industry already rife with concerns about financial exploitation.<\/p>\n
Some of the brands experimenting with AI models have faced backlash from consumers concerned about job displacement and unrealistic beauty standards. <\/p>\n
In the August issue of Vogue, widely considered a fashion bible, Los Angeles brand Guess had an ad featuring a curvy blond AI model in a light blue floral romper. Swedish fast fashion retailer H&M showcased the digital \u201ctwins\u201d of some of its models in July. <\/p>\n
While the brands received attention for using cutting-edge technology and innovation, they also faced criticism.<\/p>\n
\u201cTechnology is definitely reshaping the modeling industry, and it\u2019s doing so by introducing synthetic models that threaten jobs and by digitizing real people, often without clear standards for consent or compensation,\u201d said Sara Ziff, founder and executive director of the Model Alliance, a nonprofit in New York that advocates for workers\u2019 rights in the fashion industry.<\/p>\n
Many models aren\u2019t unionized because they\u2019re often independent contractors. While the job appears glamorous, models deal with myriad challenges, including late payments, financial debt, eating disorders and sexual harassment, Ziff said.<\/p>\n
H&M declined to comment. Guess didn\u2019t respond to requests for comment.<\/p>\n
Los Angeles is a hub for fashion, modeling and social media influencers. In 2024, there were 880 models employed in California, with most of those jobs in the Los Angeles metropolitan area, including Anaheim and Long Beach, according to the U.S. Bureau of Labor Statistics. Nationwide, there were an estimated 5,350 modeling jobs that year.<\/p>\n