Beauty in the AI of beholder

»» Entire campaigns generated with the help of artificial intelligence.

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London-based Alexsandrah model Gondora understands the power of being in "two places at the same time", thanks to an AI replica of herself: "She's doing the hard work so I don't have to." Fashion designers and retailers can book her digital double for photo shoots without her having to travel or physically be there, Gondora said.

It is a solution that "saves time", said the model, who is also walking down in-person runways at London Fashion Week, which ran until last night.

In the fashion industry, artificial intelligence is already used by brands to create visual imagery for e-commerce websites and customised advertising campaigns at a lower cost.

While the technology opens up opportunities for some, critics fear AI will render many professionals, including models, makeup artists and photographers, obsolete and could risk promoting an artificial standard of beauty.

In one video, sculpted male models flex their muscles next to glamorous women, with a backdrop of marble pools and gilded mirrors.

But none of it is real: this Christmas campaign was entirely generated with the use of AI by studio Copy Lab for the Swedish underwear brand, CDLP.