Fashion Models Being Replaced by AI
Fashion models could soon find their jobs threatened by AI, as major brands adopt digital models in ads to cut costs and speed up content creation. In July, Mango became one of the first to use AI-generated models, and other brands like Nike, Louis Vuitton, and Levi’s are now following suit. AI models are far cheaper than human models, with real-life models costing around $35 per hour compared to a $29 monthly fee for digital lookalikes. Mango’s CEO, Toni Ruiz, sees AI as a tool to improve efficiency and hopes to expand its use across the brand’s men’s and women’s collections.
Despite some backlash, brands argue AI can enhance design and creativity. Mango’s CTO, Jordi Álex Moreno, sees AI as a “co-pilot” to boost employee creativity by automating repetitive tasks. Moreno also emphasized that Mango plans to expand its workforce, seeing AI as an assistive tool rather than a replacement for human workers.
Etro’s creative director Marco De Vincenzo also supports AI, using it to craft futuristic images for the brand’s spring 2024 campaign. He believes AI adds new possibilities to creative expression, saying it allows for fresh, experimental visuals while still valuing “the human touch.”