LONDON-BASED model Alexsandrah Gondora understands the power of being in “two places at the same time” thanks to an AI replica of herself: “She’s doing the hard work so I don’t have to!”
Fashion designers and retailers can book her digital double for photo shoots without her having to travel or physically be there, Gondora told AFP.
It is a solution that “saves time”, said the model, who is also walking down in-person runways at London Fashion Week, which runs until Monday evening.
In the fashion industry, artificial intelligence is already used by brands to create visual imagery for e-commerce websites and customised advertising campaigns at a lower cost.
While technology offers new opportunities, critics worry that AI could make many professionals, like models, makeup artists, and photographers, obsolete, potentially promoting an artificial standard of beauty. For instance, a Christmas campaign for the Swedish brand CDLP was entirely created using AI, featuring sculpted male models and glamorous women in a luxurious setting. CDLP co-founder Christian Larson noted that traditional photography has limitations, such as time and budget constraints, while AI provides endless options.
Artem Kupriyanenko from Genera explained that a typical ad campaign could cost around 35,000 euros and take months, but AI can do it for just 500 euros in days. However, AI often generates similar-looking models, reflecting a dominant “white, Western” aesthetic. The upcoming “Fashion Workers Act” in New York aims to give models control over AI reproducing their likeness, ensuring ethical use of this technology. When used responsibly, AI can create opportunities for models from diverse backgrounds.
AFP
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