{"id":10582,"date":"2025-04-03T13:04:34","date_gmt":"2025-04-03T06:04:34","guid":{"rendered":"https:\/\/diringkas.com\/?p=10582"},"modified":"2025-04-03T13:04:36","modified_gmt":"2025-04-03T06:04:36","slug":"rencana-hm-menggunakan-model-berbasis-ai-picu-kontroversi","status":"publish","type":"post","link":"https:\/\/diringkas.com\/en\/hm-plan-to-use-ai-based-model-sparks-controversy\/","title":{"rendered":"H&amp;M&#39;s Plans to Use AI-Based Models Spark Controversy"},"content":{"rendered":"<p>H&amp;M, one of the world&#39;s fashion industry giants, recently announced their plans to use artificial intelligence (AI)-based models in their marketing campaigns. The move aims to create &quot;digital twins&quot; of human models that will be used in various promotional content. However, this announcement has sparked heated debate among fashion industry workers, activists, and the general public. This article will discuss the details of H&amp;M&#39;s plans, the reasons behind the move, and the impact it will have on the fashion industry and its workers.<\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Daftar isi<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/diringkas.com\/en\/hm-plan-to-use-ai-based-model-sparks-controversy\/#What_is_H_M_planning\" >What is H&amp;M planning?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/diringkas.com\/en\/hm-plan-to-use-ai-based-model-sparks-controversy\/#The_Reason_Behind_This_Move\" >The Reason Behind This Move<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/diringkas.com\/en\/hm-plan-to-use-ai-based-model-sparks-controversy\/#The_Controversy_That_Emerged\" >The Controversy That Emerged<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/diringkas.com\/en\/hm-plan-to-use-ai-based-model-sparks-controversy\/#Reaction_from_the_Fashion_Industry\" >Reaction from the Fashion Industry<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/diringkas.com\/en\/hm-plan-to-use-ai-based-model-sparks-controversy\/#Long_Term_Impact\" >Long Term Impact<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/diringkas.com\/en\/hm-plan-to-use-ai-based-model-sparks-controversy\/#Conclusion\" >Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_is_H_M_planning\"><\/span> What is H&amp;M planning?<span class=\"ez-toc-section-end\"><\/span><\/h2><p> H&amp;M revealed that it plans to create 30 \u201cdigital twins\u201d of human models throughout this year. The digital twins will be used in various marketing campaigns, including social media posts and digital advertisements. According to H&amp;M, the human models will retain the rights to their digital twins and will receive compensation each time their digital avatars are used, similar to the payment system for regular photo shoots.<\/p><p> The move, according to H&amp;M, is part of their exploration into using new technologies to present fashion in a more creative way. Jorgen Andersson, H&amp;M\u2019s Chief Creative Officer, stated that the company wanted to \u201cembrace the benefits of new technologies while staying true to our commitment to personal style.\u201d<\/p><h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_Reason_Behind_This_Move\"><\/span> The Reason Behind This Move <span class=\"ez-toc-section-end\"><\/span><\/h3><figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"576\" data-src=\"https:\/\/diringkas.com\/wp-content\/uploads\/2025\/04\/hnmai-2-1024x576.jpg\" alt=\"\" class=\"wp-image-10584 lazyload\" data-srcset=\"https:\/\/diringkas.com\/wp-content\/uploads\/2025\/04\/hnmai-2-1024x576.jpg 1024w, https:\/\/diringkas.com\/wp-content\/uploads\/2025\/04\/hnmai-2-300x169.jpg 300w, https:\/\/diringkas.com\/wp-content\/uploads\/2025\/04\/hnmai-2-768x432.jpg 768w, https:\/\/diringkas.com\/wp-content\/uploads\/2025\/04\/hnmai-2.jpg 1280w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/576;\" \/><\/figure><p> There are several reasons why H&amp;M decided to use an AI-based model: <\/p><ol class=\"wp-block-list\"><li> <strong>Cost Efficiency<\/strong><br> By using a digital model, H&amp;M can reduce production costs that usually involve photographers, makeup artists, and other crew. This process also allows the company to speed up the creation of marketing content.<\/li><li> <strong>Technology Innovation<\/strong><br> As one of the world&#39;s largest fashion brands, H&amp;M wants to lead the way in adopting new technologies. The use of AI is seen as an innovative move that can provide a competitive advantage in an increasingly digital market.<\/li><li> <strong>Creative Flexibility<\/strong><br> The AI-based model allows H&amp;M to create more flexible and adaptable campaigns to market needs. Digital avatars can be easily modified to reflect different styles and fashion trends. <\/li><\/ol><h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_Controversy_That_Emerged\"><\/span> The Controversy That Emerged <span class=\"ez-toc-section-end\"><\/span><\/h3><figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"576\" data-src=\"https:\/\/diringkas.com\/wp-content\/uploads\/2025\/04\/hnmai-3-1024x576.jpg\" alt=\"\" class=\"wp-image-10585 lazyload\" data-srcset=\"https:\/\/diringkas.com\/wp-content\/uploads\/2025\/04\/hnmai-3-1024x576.jpg 1024w, https:\/\/diringkas.com\/wp-content\/uploads\/2025\/04\/hnmai-3-300x169.jpg 300w, https:\/\/diringkas.com\/wp-content\/uploads\/2025\/04\/hnmai-3-768x432.jpg 768w, https:\/\/diringkas.com\/wp-content\/uploads\/2025\/04\/hnmai-3.jpg 1280w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/576;\" \/><\/figure><p> While this move may seem innovative, many have criticized H&amp;amp;M&#39;s plans. Here are some of the main issues that have come under scrutiny: <\/p><ol class=\"wp-block-list\"><li> <strong>Impact on Fashion Industry Workers<\/strong><br> The use of AI-based models could threaten the jobs of many workers in the fashion industry, including models, photographers, makeup artists, and other production crews. Sara Ziff, founder of the Model Alliance organization, said this move could replace many creative workers in the fashion community.<\/li><li> <strong>Rights and Compensation Issues<\/strong><br> While H&amp;M has promised to compensate human models for the use of their digital twins, many have questioned how the system will be implemented fairly. There are concerns that models may not have full control over how their digital avatars are used.<\/li><li> <strong>Losing the Human Touch<\/strong><br> Some critics argue that the use of AI-based models could reduce the authenticity and emotional appeal of marketing campaigns. They worry that fully digital content will lose the human element that makes it more relatable to consumers.<\/li><li> <strong>Ethics of AI Use<\/strong><br> The move has also sparked discussion about the ethics of using AI in the creative industries. Paul W. Fleming, General Secretary of the UK Arts and Entertainment Workers Union, stressed that innovation in AI should not be an excuse to reduce workers\u2019 rights or increase profits at the expense of human labor. <\/li><\/ol><h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Reaction_from_the_Fashion_Industry\"><\/span> Reaction from the Fashion Industry <span class=\"ez-toc-section-end\"><\/span><\/h3><figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"576\" data-src=\"https:\/\/diringkas.com\/wp-content\/uploads\/2025\/04\/hnmai-4-1024x576.jpg\" alt=\"\" class=\"wp-image-10586 lazyload\" data-srcset=\"https:\/\/diringkas.com\/wp-content\/uploads\/2025\/04\/hnmai-4-1024x576.jpg 1024w, https:\/\/diringkas.com\/wp-content\/uploads\/2025\/04\/hnmai-4-300x169.jpg 300w, https:\/\/diringkas.com\/wp-content\/uploads\/2025\/04\/hnmai-4-768x432.jpg 768w, https:\/\/diringkas.com\/wp-content\/uploads\/2025\/04\/hnmai-4.jpg 1280w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/576;\" \/><\/figure><p> H&amp;M&#39;s announcement has drawn mixed reactions in the fashion industry. Some have praised the move as a necessary innovation to meet the challenges of the digital age. But many have criticized the move as a form of technological exploitation that could harm workers.<\/p><p> H&amp;M isn\u2019t the first brand to experiment with the technology. In 2023, Levi Strauss &amp; Co. announced plans to use AI-powered models to complement human models in its campaigns. But after receiving heavy criticism, Levi\u2019s said it would not cut back on photoshoots with real models. Similarly, Spanish fashion brand Mango launched an entirely AI-generated campaign for its youthful clothing collection.<\/p><h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Long_Term_Impact\"><\/span> Long Term Impact <span class=\"ez-toc-section-end\"><\/span><\/h3><figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"576\" data-src=\"https:\/\/diringkas.com\/wp-content\/uploads\/2025\/04\/hnmai-5-1024x576.jpg\" alt=\"\" class=\"wp-image-10587 lazyload\" data-srcset=\"https:\/\/diringkas.com\/wp-content\/uploads\/2025\/04\/hnmai-5-1024x576.jpg 1024w, https:\/\/diringkas.com\/wp-content\/uploads\/2025\/04\/hnmai-5-300x169.jpg 300w, https:\/\/diringkas.com\/wp-content\/uploads\/2025\/04\/hnmai-5-768x432.jpg 768w, https:\/\/diringkas.com\/wp-content\/uploads\/2025\/04\/hnmai-5.jpg 1280w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/576;\" \/><\/figure><p> H&amp;M\u2019s use of AI-based models could have a long-term impact on the fashion industry. On the one hand, it could drive innovation and efficiency in marketing content production. On the other hand, it could also exacerbate job instability in an industry already facing major challenges.<\/p><p> Additionally, this move could spark a broader discussion about the role of technology in the creative industries. How can we ensure that technology is used to support, not replace, human workers? How can we create a fair and ethical system for using AI?<\/p><h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span> Conclusion<span class=\"ez-toc-section-end\"><\/span><\/h2><p> H&amp;amp;M\u2019s plan to use an AI-based model is an ambitious and controversial move. While it offers great potential for innovation, there are many ethical and social issues to consider. The fashion industry must find a way to harness new technologies without compromising the rights and well-being of human workers.<\/p><p> Will this move be the beginning of a new era in the fashion industry or will it just spark more controversy? Only time will tell. But one thing is for sure, the discussion about the use of AI in the creative industry is just beginning. <img decoding=\"async\" draggable=\"false\" role=\"img\" class=\"emoji lazyload\" alt=\"\ud83d\ude0a\" data-src=\"https:\/\/s.w.org\/images\/core\/emoji\/15.0.3\/svg\/1f60a.svg\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\"><\/p>","protected":false},"excerpt":{"rendered":"<p>H&amp;M, one of the world&#39;s fashion industry giants, recently announced their plans to use artificial intelligence (AI)-based models in their<\/p>\n","protected":false},"author":10,"featured_media":10583,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5,2541],"tags":[],"class_list":["post-10582","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","category-entertainment","resize-featured-image"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>H&amp;M&#039;s Plans to Use AI-Based Models Spark Controversy<\/title>\n<meta name=\"description\" content=\"H&amp;M, one of the world&#039;s fashion industry giants, recently announced their plans to use artificial intelligence (AI)-based models in their marketing campaigns. 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