AI is reshaping the modeling industry

Workers reckon with digital clones and wholly created faces, bodies

- By QUEENIE WonG

Hannah James WHO'S the human and who's the AI clone? The real Hannah James is at right.

Fashion model Hannah James faced a dilemma as she weighed whether to digitally clone herself.

Onone hand, the25-year-old worries digital replicas of models could render her job obsolete. On the other hand, the Los Angeles model wants to get ahead of artificial intelligence and use it to potentially make more mon-

ey before it’s too late.

She partnered this year with Kartel.ai, a Beverly Hills startup that’s building a platform for brands and businesses to license the likenesses of models for a fee. Kartel.ai helps models create digital replicas of themselves that can be hired for advertising campaigns.

“It’s crazy to see what they can create in hours,” said James, who has modeled for a decade. “It’s beautiful, but at the same time, it’s scary.”

Models like James are contending with how to retain control over their careers as the rise of AI-powered tools that can quickly generate images and videos alters the creative process. Advancements in AI have made it easier to generate digital clones of models or virtual people who don't exist in reallife.

Unlike real people, AI models and digital clones don’t get sick or deal with bad-skin days. AI models can be in many places at the same time, and they don’t need a break as campaigns try different shots, locations and products.

Applying generative AI— the kind of technology used by ChatGPT — to generate and manipulate fashion shoots and other images has been taking off this year, sparking debate about whether AI will take away jobs in an industry already rife with concerns about financial exploitation.

Some of the brands experimenting with AI models have faced backlash from consumers concerned about job displacement and unrealistic beauty standards.