Fashion Industry Faces AI and Deepfake Challenges
The fashion industry is undergoing a shift that has some industry professionals concerned. Kate Heussler, a professional model turned coach, warns that young models entering the industry are vulnerable to being scammed and falling victim to deepfake porn. With the rise of artificial intelligence (AI) generated avatars being used by big brands like Levi’s and Tommy Hilfiger, there is a fear that manipulation of models’ photographs could become easier.
Governments around the world are struggling to keep up with the rapid advances in AI technology and are trying to develop regulations to govern its use. In Australia, Industry and Science Minister Ed Husic released a consultation paper on AI regulation, drawing inspiration from the EU’s proposed Artificial Intelligence Act. The paper acknowledges the risks associated with generative AI, including the creation of deepfakes that could influence democratic processes.
Despite concerns, many fashion brands are embracing AI to save costs and drive business growth. McKinsey predicts that generative AI could add billions of dollars to the apparel, fashion, and luxury sectors’ operating profits in the next few years. Brands like Levi’s have already partnered with AI companies to create “diverse” AI models that can showcase their latest fashion designs at a lower cost than traditional photo shoots.
While there are cost savings to be made, using AI models can also have reputational consequences. Levi’s faced social media backlash after using a diverse avatar in its marketing campaign, with critics calling it “lazy” and “racist.” Some questioned why the brand didn’t simply hire real models to promote diversity.
Startups are also jumping on the AI bandwagon, saving time and money by using AI for their campaigns. Julie Stevanja, co-founder of the fashion deal app Wrapd, explains how she used to rely on traditional photo shoots for her previous business but now relies on AI for all imagery creation. AI allows her to cut down on the number of people involved in the process and reduces the time and cost associated with traditional shoots.
As AI continues to advance in the fashion industry, challenges surrounding regulation, reputation, and ethical use will remain. Will governments be able to keep up with the pace of AI development? Only time will tell.
What are your thoughts on AI in the fashion industry? Do you think it’s a game-changer or a potential risk? Leave a comment and join the discussion!
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