AI in modelling

What Models Direct models and clients need to know

Our readers’ age is largely irrelevant when discussing Artificial Intelligence. Most of them have a genuine interest in the modelling world – more so the accessible commercial modelling industry than the super-glitzy high-end fashion domain inhabited by supermodels - and they’ll be familiar with the concept of AI. We’ll wager that even pre-teens and over 80-year-olds have at some point recently read about AI.

And that’s beneficial, of course. It’s a learning curve to be aware of ideals and beliefs, whether they make sense or are compatible with one’s own thoughts. Just being aware is a good thing; from where can we form intellectual opinions without knowing the basic facts?

So, what is Artificial Intelligence? (Ironically, some apps can tell users precisely what it is – by using AI). AI isn’t really a new concept, but it’ll unquestionably develop massively.

Two credible definitions of AI come from IBM and the Information Commissioner’s Office. 

The former states, “Artificial Intelligence (AI) is technology that enables computers and machines to simulate human learning, comprehension, problem solving, decision making, creativity and autonomy.”

The latter’s definition is, “Artificial Intelligence (AI) is…algorithm-based technologies that solve complex tasks by carrying out functions that previously required human thinking.”

A layman’s definition is therefore: “A machine that thinks and behaves like a human.” 

A definition of an AI-generated fashion model is: “A digital creation made by computer programs to look like a real person.”

Computer creations made to look, talk and think like humans?  Is AI a dystopian society in the making, or a technological progression for the greater good? 

AI is now one of the most popular hits on the Internet. We want to know more about it, and where it may take us. As a species, we are collectively inquisitive. Although the specifics of AI will leave plenty of head-scratching, it’s worth noting that it can help both our commercial models and valued clients / businesses. 

AI is a fascinating branch of modern science – possibly the most intriguing technological advance in years. And that’s a key word – “advance”. As we search for aides to assist our hectic lifestyles, any “advance” can be deemed lifesavers. 

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Which brings us to how AI can help the modelling industry. Yes – it can help us. Maybe it’s not the enfant terrible widely conveyed in the press. Though it does present more questions than solutions, AI can be used in modelling to both a company and a model’s advantage.

Pros of AI in modelling

1. Technology like computers, phones, televisions and household appliances make life simpler and more efficient. AI-generated models can be produced easily and, once the algorithms are set, at a low long-term cost. Productivity is high.
2. High consistency.  AI models are not people, of course, so some brands value their consistency. “Human error” can be reduced.
3. Producing accurate images in modelling campaigns. Some brands / marketing agencies use AI-generated images in their campaigns as backgrounds. Whilst they remain faithful to using human models, they can reproduce certain images to reflect different scenarios. A good example is a real-life model posing on a deck chair in a London studio, where the background is a (fake) sunny beach depicting a summer holiday abroad. This example works well on a limited budget, as it reduces costs of the model travelling to another country – all the while the final images accurately represent a genuine summer beach holiday.
4. Representation using AI models can be diverse; they can be manipulated, altered and improved easily.
5. Can AI models help the environment? By replicating a precise body size and shape, AI models can help customers get the perfect fit – thus reducing return rates. Add to that accurate customer data analysis and “virtual fitting rooms”, the fashion industry could be more sustainable and eliminate more waste.

Let’s flip the fashion coin and see what the other side brings to the AI-generated party – the disadvantages.

Cons of AI in modelling   

1. Lack of a “human touch”. This is probably the most concerning for many people, whose irritations are exacerbated even by automated voice messages instead of a real person on the end of a phone. We’ve all been there – sure it saves the company time and money, but it doesn’t really help valued customers.
2. Also, let’s not forget that human models are not “produced”. They are created by other humans, consisting of trillions of complex cells. We all have different talents, thoughts and emotions – something that will be lost should AI models replace real people. Can an AI model accurately represent an expression of sheer joy, or a human being genuinely terrified when confronted with their worst fear? All our commercial models use their own talents and expressions to produce the right advertising campaigns for our clients. Surely that isn’t something an AI model can reproduce; human models are relatable and genuine, whereas AI models are the antithesis of authenticity, having no emotional connection with customers. In short, AI is not real in appearance, nor in talent.
3. Job displacement. A rise in AI models surely means a global job loss for many models – and casting directors, booking agents etc. 
4. AI models can portray unattainable ideals, distorting public perceptions. See below…
5. Privacy & security / ethical issues. There are concerns regarding data collection and storage. Additionally, is it ethical to promote unrealistic beauty standards? 
6. Damage to reputation. Brands using AI models may see a decrease in sales and reputation from those who criticize AI technology replacing humans.
7. Undermine creativity. Can AI produce truly original work? Where is the creativity? 
8. Will the quality of AI models be consistent? Technology is by no means faultless…

What do you think? We’d love to read your comments on our Facebook and X pages. 

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Our final words

As a modelling employment agency, our Models Direct management team have been at the forefront of commercial modelling for many years. 

Our success has arisen from many factors, namely:

1. A loyal and respectful relationship with thousands of vetted clients.
2. Gifted models wishing to work with some of the best-known brands in the UK.
3. Our engaging and professional team.
4. We’ve constantly looked for improvement since starting in 1990. Our reputation speaks for itself. 

Our commitment and enthusiasm haven’t wavered in 35 years. We appreciate that AI can have a positive impact in the modelling industry. We embrace innovation and strive to tweak aspects of Models Direct for the benefit of our models and clients.

We look forward to adding AI to our business, but not at the expense of our wonderful real-life models. Our models’ personality and ability to adapt when working with clients will remain the focus of our operations.

We’ll be transparent when working with AI and we’ll remain keep protecting our models’ data.

We think AI models may be useful as an accessory, and that other AI tools can be beneficial in several modelling campaigns. 

We believe AI models will not completely replace human models. AI models have several strengths and weaknesses, so a balanced and unbiased approach should be considered. 

Where will we be in five or 10 years? It’s exciting to ponder.

We’ll leave you with this maxim:

A picture is worth a thousand words, but a real person is truly invaluable.