If you were shopping online, and all the clothes were worn not by a model, but by you — how would you feel? What if a brand emailed you a new lookbook or campaign with you as the star? Would you buy more? As personalised, photorealistic AI twins enter the mainstream, fashion will have to figure out if and how they want to use them — and how customers feel about them.
It’s not a far-off hypothetical. Thanks to improvements in generative artificial intelligence, a host of tech startups are finally enabling fashion retailers to create, then digitally dress, images of consumers that mimic professional e-commerce models.