Mar 30, 2025Business Technology126 words1 min read

H&M will use AI copies of models in ads

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Listen to the story (Kenyan accent)

H&M is a fashion company. H&M wants to use AI to make pictures.

They will use AI to copy 30 real models. The AI pictures will look like the models. H&M can use the pictures in ads online.

Some people worry that real models will have less work. Photographers and makeup artists will also have less work.

Models get money when H&M uses the pictures. The AI pictures will have a watermark. The watermark says that a computer made the picture.

Some social media companies have rules for AI pictures. On TikTok and Instagram you must tell people that a picture is made by AI.

AI makes pictures very fast. It is also cheap. This is why many companies want to use AI pictures for ads.

Vocabulary16 words

Fashion: the style of clothing and how people dress; related to clothes
Artificial intelligence (AI): human intelligence in a machine; A system that can think and learn like a human; See more here.
Copy: a single unit/piece of a particular book, record, magazine, etc.; one unit
Real: not fake; not made up; genuine
Model: A person who wears clothes to show them off; a person whose job is to be in photos or videos
Look like: To seem the same as something else; to be similar
Ad (advertisement): marketing or sales material; a notice or sign to promote something
Online: on the internet; connected to the internet;
Worry: to be/feel concerned or nervous; to be troubled; to think a lot about a negative situation; a little scared
Photographer: a person who takes pictures, usually professionally
Makeup artist: A person who puts makeup on someone for pictures or videos
Watermark: A mark/image/sign on a picture to show who made it
Social media: Websites and apps that allow people to communicate and share information online (Facebook, X, TikTok, etc.)
Company: a business; a group of people working together to make or sell things
Rule: A guideline or regulation; sometimes a law; A guide that tells us what we should or shouldn’t do
Cheap: it doesn’t cost a lot of money; the opposite of expensive

Play the audio again and fill in the missing words as you listen.

H&M is a fashion _____. H&M wants to use AI to make _____.

They will use AI to copy _____real models. The AI _____will look like the models. H&M can use the pictures in ads _____.

Some people _____that real models will have less work. Photographers _____makeup artists will also have less work.

_____get money when H&M uses the pictures. _____AI pictures will have a watermark. The watermark _____that a computer made the picture.

_____social media companies have _____for AI pictures. On TikTok and Instagram _____must tell people that a picture is made by _____.

AI makes pictures _____fast. It is also cheap. This is why many _____want to use AI pictures for _____.

Do you think using AI to copy models is a good idea? Why or why not?
Should there be more rules about using AI to make pictures of people?
H&M will put a watermark on AI pictures. Is this a good idea? Would you know if a picture is made by AI if there was no watermark?
Do you think AI will take away jobs from people? Explain your answer.