H&M will use AI copies of models in ads
Listen to the story (Kenyan accent)
Fashion company H&M plans to use AI to make digital copies of 30 models. These copies, called "digital twins," could be used in online posts and ads. H&M says they want to try new ways to show their clothes using new technology.
Some people are worried that real models and other people who work on photo shoots, like photographers and makeup artists, will have less work. American influencer Morgan Riddle who posts videos online says this plan is "shameful."
H&M has stores all over the world. They say that models will still own their “digital twins” and get paid when the copies are used. Additionally, the pictures will have watermarks that show they were made by a computer.
Some social media companies have rules about using AI. For example, TikTok and Instagram require users to say when AI is used to make realistic pictures.
A union for models says it's important that models have control over their digital copies and get paid fairly. They also say that there are not enough rules to protect models from companies using their pictures without asking.
Other clothing companies have also tried using AI to make pictures. One company said they wanted to use AI created pictures to show many different types of people.
AI can make real-looking pictures very quickly and cheaply. This is the real reason many companies want to use AI for ads.
Some models say having a digital copy means they can work more and not have to travel. But other people say models will have less work and have no control of their images.
Vocabulary26 words
- Fashion
- the style of clothing and how people dress; related to clothes
- Plan
- want; aim; to intend to do something
- Artificial intelligence (AI)
- human intelligence in a machine; A system that can think and learn like a human; See more here.
- Digital
- using numbers and codes in a system or computer to make things happen; Using computers or technology to store or process information
- Model
- A person who wears clothes to show them off; a person whose job is to be in photos or videos
- Twin
- two children born from the same mother at the same time; one of two things that are very much alike; two similar things that are a pair
- Post
- to write or publish something on the internet; to put a message on social media
- Advertisement (ad)
- marketing or sales material; a notice or sign to promote something; a picture, video or other material that helps sell something
- Worry
- to be/feel concerned or nervous; to be troubled; to think a lot about a negative situation; a little scared
- Photo shoot
- a photography session; an occasion or event when a person takes a lot of pictures of other people
- Photographer
- a person who takes pictures, usually professionally
- Makeup artist
- A person who puts makeup on someone for pictures or videos
- Influencer
- Someone who is popular online and can change what people think
- Plan
- A detailed idea or strategy to reach a goal; a method, idea or process to achieve a goal;
- Shameful
- Very bad or embarrassing
- All over the world
- In many places around the Earth; global; worldwide
- Own
- To have something that belongs to you; To have something as yours; something is yours
- Get paid
- To receive money for work
- Additionally
- also; moreover; in addition; furthermore; plus
- 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.)
- Realistic
- accurately representing what is natural or real; lifelike; natural; true; seems real
- Union (trade union)
- an organization/group that workers join for protection and support
- Fair
- to follow or go by the rules or standards; honorable; proper; agreeing with what is thought to be right or acceptable;
- Protect
- To keep something safe; to defend something
- Image
- how people see something or someone. It's like what they think about them, what they look like, and what they are known for; the reputation, characteristics and appearance that a person, organization, product, etc. has.
Quiz
Answer key
1. Digital twins 2. To protect models and get them fair pay 3. False
Fill-in-the-blank listening
Play the audio again and fill in the missing words as you listen.
Fashion _____ H&M plans to use AI to make digital copies of _____ models. These copies, called "digital twins," could be used in _____ posts and ads. H&M says they want to try new ways to show their _____ using new technology.
Some people are _____ that real models and other people who work on photo shoots, _____ photographers and makeup artists, will have less _____. American influencer Morgan Riddle who posts videos online says this _____ is "shameful."
H&M has stores all over the _____. They say that models will still own their “digital twins” and get _____ when the copies are used. Additionally, the _____ will have watermarks that show they were made by a computer.
_____ social media companies have rules about using AI. For _____, TikTok and Instagram require users to say when AI is used to make _____ pictures.
A union for models says it's _____ that models have control over their digital copies and get paid fairly. _____ also say that there are not enough rules to protect models from _____ using their pictures without asking.
Other _____ companies have also tried using AI to make pictures. One company _____ they wanted to use AI created pictures to show _____ different types of people.
AI can make real-looking _____ very quickly and cheaply. This is the real reason many companies _____ to use AI for _____.
Some models say having a _____ copy means they can work more and not have to travel. But other people say _____ will have less work and have no control of _____ images.
Discussion questions
- Do you think using AI to create models is a good idea? Why or why not?
- Should there be more rules about using AI to make pictures of people?
- If you were a model, would you want a digital twin? Why?
- Do you think AI will take away jobs from people? Explain your answer.
- What are some other ways companies might use AI in the future?
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