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Apr 03, 2025

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3 min read

When Models Go Digital — H&M Bets on AI Twins to Shape the Future

H&M is introducing digital replicas of accurate models into its marketing campaigns in a bold step toward AI integration. This innovation puts the brand at the center of fashion's AI debate, raising questions about ethics, creativity, and the evolving meaning of representation in a tech-driven industry.

By

Giovana B.

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