Artificial intelligence (AI) and metaverse technologies are driving the transformation of fast-fashion marketing through digital clones. These virtual figures, constantly accessible and adaptable, enable brands to create immersive and cost-effective campaigns. Virtual influencers, digitally created personas, are gaining influence, especially among Gen Z and digital-first audiences.
The global influencer market is projected to grow significantly, with the rise of virtual influencers prominent in Asia. This trend is reshaping the modeling industry, with companies like Levi Strauss & Co. partnering with AI modeling firms. Digital twins, virtual replicas of real people, are also gaining traction for personalized marketing.
H&M introduced AI-generated digital twins of real-life models for advertising, sparking industry debate regarding ethical concerns. Mango launched its first advertising campaign featuring AI-generated avatars to promote a limited-edition collection for teenaged girls. These AI-generated influencers and digital twins introduce ethical and legal challenges, including the displacement of human talent and concerns about consent and compensation.
Brands must balance innovation with transparency, disclosing when digital models appear in campaigns. These digital representations should encompass a wide variety of demographics to genuinely promote inclusivity and engage with a broader audience. Establishing ethical and legal safeguards is crucial, requiring explicit consent and careful attention to intellectual property rights.