The fashion industry is constantly evolving, embracing new technologies and trends to capture the attention of consumers. The latest and most fascinating is the emergence of digital twins/clones. These digital avatars of actual or imagined people are increasingly being deployed in ad campaigns. These new digital beings bring amazing possibility and peril to brands and people in equal measure. This article explores the benefits and drawbacks of deploying digital twins within fashion advertisements. It arms brands with helpful guidance on how to use these technologies responsibly while still being transparent with consumers.
The Allure of Digital Clones in Fashion
Digital twins and virtual influencers allow brands to develop more aspirational, immersive, even cost-effective experiences that really resonate with today’s consumers who live through a digital-first lens. These campaigns have the unique advantage of not being physically bound by the real world, empowering campaigns with unlimited potential creativity. For example, a fashion brand could do a virtual fashion show taking place in a magical world. It’s able to if it can model its garments on digital models that float without touching the ground and morph instantly.
H&M’s new chief creative officer, Jörgen Andersson, is on a mission to find new and exciting ways to present fashion. The brand is pushing the boundaries with innovative technology, such as digital clones, yet remains dedicated to individuality and expression. Fashion brands are starting to dip their toes into the waters of digital avatars and virtual influencers. That’s why this emerging trend has been so profound in allowing them to engage with consumers in impactful, creative ways.
Ultimately, the benefits of deploying these digital clones are overwhelming. Fashion brands can go on the cheap by increasing their use of models and actors. So easy in fact that for little effort or cost they can produce videos and advertisements just by gathering a handful of photos and voice memos. This reduces the time and expense of going through multiple photo shoots or video productions. Digital twins have the ability to bring new life to older content such as photos and videos. This approach saves time by eliminating much of the need to re-invent the wheel with entirely new content.
Cost Savings and Efficiency
Digital twins provide substantial savings over the more traditional approach. Here's a breakdown of how they contribute to increased efficiency and ROI:
- Reduced costs of hiring models or actors: No need to pay for talent fees, travel expenses, or accommodation.
- Increased efficiency: Create multiple content pieces from a single digital model, reducing the need for repeated shoots.
- Lower production costs: Virtual environments and digital styling eliminate the need for expensive sets and wardrobes.
- Extended use of existing assets: Repurpose old photos and videos by featuring digital clones in new contexts.
- Potential for increased ROI: By reducing production costs and increasing efficiency, digital clones can help fashion brands achieve a higher return on investment (ROI) for their marketing efforts.
Virtual Influencers and Increased Diversity
Virtual influencers such as Shudu, Lil Miquela, and Hatsune Miku are perfect examples of the power of digital doubles. Shudu, for example, has more than 237,000 Instagram followers and has collaborated with cosmetics brands Balmain, Louis Vuitton and Furla. These virtual influencers relate to audiences in ways that real-world models never could. Together, they foster an incredible air of authenticity that really connects with consumers.
Additionally, AI-generated models can provide greater representation in fashion advertising. For instance, Levi’s recently tested cutting edge diversity by employing AI-generated model images to “boost diversity.” This new strategy enables brands to feature a wider range of body dimensions, ethnicities, and abilities. Beyond tokenism, it has taken meaningful steps to promote inclusivity and representation in their campaigns.
The Ethical Concerns and Potential Pitfalls
Digital clones present some pretty attractive benefits. We need to be honest about the ethical issues and dangers that their use entails. Digital twins are starting to disrupt the USD 2.5 trillion modeling industry. Other industry models have recently seen this move as an opportunity to kick back while their virtual counterparts take on the extra burden. This raises questions around job displacement and the economic harm caused to human models.
One of those most important concerns is the economic damage to the primary creator. The danger: deploying digital clones without consent can cause irreparable economic harm. When that clone sells anything not related to the original creator’s work, it troubles the original creator’s worth and effort. This leads to a number of salient questions about intellectual property rights. First, we need legal frameworks to protect individuals from the unauthorized use of their likeness.
That brings us to another major issue—the absence of consent and control. It’s possible to create digital clones of anyone without their consent. This usually does not put the individual in control of what is done with their likeness. This can lead to representation and authenticity problems. Digital clones could be used to fabricate endorsements or five-star reviews, tricking consumers.
Key Drawbacks of Digital Clones
Here's a summary of the potential drawbacks of using digital clones in fashion advertising:
- Economic harm to the original creator: Loss of income and opportunities due to unauthorized use of their digital likeness.
- Lack of consent and control: Individuals may not have a say in how their digital clone is used or portrayed.
- Misrepresentation and authenticity: Creation of fake endorsements and misleading advertising campaigns.
- Potential for exploitation: Companies may use digital clones to avoid paying for the services of the original creator, or to exploit their likeness for financial gain.
- Blurred lines between reality and fiction: Difficulty for consumers to distinguish between real individuals and digital representations.
Addressing the Ethical Challenges
First, get informed consent from people before you start creating their digital double. Second, require transparency when using these digital clones within ad campaigns and provide individuals with the ability to manage and restrict how their digital clone is used.
Implementing digital clones requires a human-centric approach, focusing on creating resilient and sustainable processes that prioritize human well-being and decision-making. You have to think about what that means for models and actors and other creatives, right. The introduction of digital clones is going to have a big impact on them.
Digital twins must be allowed to function in full transparency. To earn users’ trust, the capabilities, limitations, and potential biases should be clearly communicated. Be transparent about when a digital clone is used in an ad or campaign. Beyond that, give them behind-the-scenes insight on what technology is making it go.
Responsible Implementation and Transparency: A Path Forward
Responsible cognitive clones are a reminder of the need to design digital clones thoughtfully. They need to be accountable and transparent in how they go about implementing them. This means paying close attention to ethics, data privacy, and how AI will affect people and society as a whole.
Setting digital DPs is crucial as the world develops and deploys these digital clones to do things effectively. These principles need to speak to donor-clone deviation, resiliency and adaptability. These principles should guide the development of and our overall use of digital clones. By doing so, we can make certain that their application represents the best of our ethical values and societal norms.
Continuously monitor and adjust simulations, confirming they operate as standards envision. This will make it easier to spot any possible negative side effects or unintended consequences. This means checking how digital clones are impacting people, the modeling community and larger society.
Creating a successful digital clone in fashion advertising is about striking the right balance. Champion innovation and always protect the public first. Brands should focus on transparency, consent, and ethics. By taking these proactive steps, they can harness the potential of digital clones to develop exciting and impactful campaigns, all the while reducing the risk of negative impacts.
By adhering to these principles, the fashion industry can embrace the potential of digital clones while upholding ethical standards and protecting the rights of individuals. The future of fashion advertising is undeniably digital, but it needs to be more than digital, it needs to be responsible and transparent.
- Obtain Informed Consent: Always seek explicit consent from individuals before creating and using their digital clones. Clearly explain how the clone will be used and provide opportunities for individuals to review and approve the final product.
- Be Transparent: Disclose the use of digital clones in advertising campaigns. Make it clear to consumers that they are viewing a virtual representation and not a real person.
- Offer Control: Give individuals control over how their digital clone is used. Allow them to modify their clone's appearance, limit its activities, and revoke consent at any time.
By adhering to these principles, the fashion industry can embrace the potential of digital clones while upholding ethical standards and protecting the rights of individuals. The future of fashion advertising may well be digital, but it must also be responsible and transparent.
