Whether you’re in fashion, marketing, real estate, or any other business, AI is taking over, whether we like it or not.  

The key for you is: How do you place yourself on the right side of the AI equation?

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Below is my blog, which explores one example of how our AI-driven world is changing — this one affects the fashion industry; however, you can only imagine how similar technology will impact your business. 

Have you ever imagined how a whole fashion ad campaign could be possible with no cameras, no makeup artists, and no crowded sets, yet the models would still look flawless? 

Well, H&M is making it happen, and it's either really cool or too sci-fi, depending on how you look at it. Let’s dig a little deeper in this blog - 

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What's Actually Happening Here?

Riding the whole AI wave, H&M is creating digital twins of 30 of their real models. These aren't just random computer-generated people – they're accurate copies of the actual models who have been scanned and photographed, so their digital versions look just like them.

The company has clarified that they will add subtle watermarks to all twin-driven ads, so we know exactly what we’re looking at. 

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Why Is It Fair?

Here's where it gets interesting. These models will actually get paid whenever their digital clone is used in a campaign. They also keep the rights to their digital faces.

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Why It Might Be A Genius Move?

This bold move from H&M might just be the start of an avalanche of AI clones, here’s why we think that the idea is brilliant - 

• No more rescheduling shoots because someone's flight got delayed
• No more paying for fancy locations or dealing with bad weather
• No need for a huge team of people on set
• Want to change something last minute? A few clicks is all it’ll take.

From a business perspective, it's a no-brainer. Marketing directors are probably doing happy dances in their offices right now.

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The Shake Up

Every now and then, a technology shakes up industries and in the process, many professions get left behind – AI cloning is bringing one such shift.

• Photographers who know exactly how to capture the perfect shot
• Makeup artists who can turn faces into works of art
• Stylists who know how to make clothes look amazing
• All the behind-the-scenes folks who keep everything running

All these talented people who make fashion shoots happen have raised serious concerns about where this takes them — if brands can create a whole ad campaign with a laptop, where do they fit in?

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Navigating the AI Frontier

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The smartest brands won’t choose between humans and AI — they’ll blend both. Digital models can handle volume and speed, but when authenticity and emotional resonance matter, real people still win. The key is knowing when to use each.

H&M’s latest campaign is just the beginning. As we watch how consumers respond, one thing is already becoming clear: if the content connects, most people don’t care whether it was made by a human or an algorithm. In fact, the rise of AI-generated ads from giants like Coca-Cola, Poppi, and Nike proves it — if the visuals are stunning and the story hits home, the audience is in.

The future isn’t coming — it’s already here. As a business, you can either fight the wave or ride it. Yes, change is uncomfortable. But nothing has moved this fast before. Digital twins and AI-driven campaigns are just getting started. Regulation will come, but right now, it’s the wild west — and those who act early will win.

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Want to Get Ahead of It?

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Drop me a note at jbohan@socialtyze.com. If there’s a good fit, we’ll set up a quick exploratory meeting. I’ll show you how our AI-powered approach helps you build a clear brand archetype, create your own digital twin, and streamline your social content — saving time, money, and energy.

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