Creative GenerationVerified
Reviewed and published by trentmaziarz, May 11, 2026. Discovered and drafted by our automated research pipeline.
H&M deployed AI-generated digital twins of 30 real human models, in partnership with AI provider Uncut, to produce product imagery and marketing content for social media and advertising campaigns. The first set of images was published in July 2025, with all AI-generated content watermarked and labeled for transparency.
Details
H&M announced the initiative in March 2025, partnering with Swedish tech firm Uncut to photograph models extensively from multiple angles, movements, and lighting conditions, then process that data through generative AI to produce lifelike digital replicas. The resulting images are used in place of traditional photoshoots and are clearly watermarked as synthetic. H&M states that models retain ownership of their digital twins and that no likeness is used without explicit consent.
Products affected
H&M marketing campaignsH&M social media content
Sources & Evidence
News Article
Cite this record
Trace Foundation. (2026). H&M Group: H&M deployed AI-generated digital twins of 30 real human models, in partnership with AI provider Uncut, to produce product imagery and marketing content for social media and advertising campaigns. The first set of images was published in July 2025, with all AI-generated content watermarked and labeled for transparency (data as of 2026-05-11) [Data set record]. AI Trace. https://www.aitrace.org/r/practice/3bf50ed9-4bdf-441a-b167-f10f43208c0d. Accessed October 5, 2026.
- Stable link
- https://www.aitrace.org/r/practice/3bf50ed9-4bdf-441a-b167-f10f43208c0d
- Data as of
- May 11, 2026
- Last verified
- Not recorded
Other practices by H&M Group
Data AnalysisH&M uses machine learning models to scan social media platforms, fashion blogs, search trends, and internal sales data to identify emerging fashion trends in real time, feeding those insights into product design and buying decisions.RecommendationH&M uses AI algorithms to recommend products to shoppers based on their purchase history, browsing behavior, and demographic data, both on the H&M website and app and in physical stores using RFID technology. H&M hosted a public Kaggle competition in 2022 to improve its recommendation engine.Data AnalysisH&M uses AI-powered demand forecasting systems to predict how much of each product will sell in each store, helping the company decide what to produce and where to stock it. H&M created its AI department in 2018 and has since built this capability on a Google Cloud data platform announced in 2022.
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