Decline in model photography industry?
In a pioneering move, Otto, a prominent mail-order company headquartered in Hamburg, has chosen to harness artificial intelligence (AI) for generating model images on its e-commerce platform. The company is employing its proprietary tool, Movex Virtual Content Creator, to pave the way for a new era in online shopping.
The adoption of AI in fashion photography by Otto is an internal investigation spearheaded by the Otto Group, with CEO Marc Opelt at the helm. The focus is on the development and internal use of the Virtual Content Creator AI tool.
The initial results of this innovative approach have been encouraging. According to a survey conducted by the company, 72% of respondents found AI representations to be realistic. This suggests that consumers may be ready to embrace this new technology in the world of fashion.
One of the most notable advantages of AI-generated images is the potential to significantly reduce production costs. Otto estimates that costs could decrease by up to 60% with the use of AI-generated images.
Speed is another area where AI is expected to bring benefits. According to CEO Marc Opelt, products could reach the shop in just a few hours for new collections. This rapid turnaround time could revolutionize the fashion industry, making it more agile and responsive to customer demands.
However, the use of AI in fashion photography is not without its challenges. Unrealistic representations could potentially raise concerns from a competition law perspective. Questions also remain about the labeling of AI-generated photos, ensuring transparency for consumers.
Another potential issue is the impact on the job market. The lack of jobs for human models could be a bigger hurdle than competition for aspiring models in the future. It's unclear what this shift might mean for the modeling industry as a whole.
There are also concerns about how AI models trained on certain beauty ideals might negatively impact people's self-perception. It's crucial that as AI becomes more prevalent, steps are taken to ensure that these models represent a diverse range of genders, ethnicities, age groups, and body types.
Otto is not alone in exploring the use of AI in model photography. Giants like Zalando and H&M are also venturing into this realm, according to Handelsblatt. This suggests that the use of AI in fashion photography is on the rise, and it's likely that we'll see more companies adopting this technology in the future.
As we move forward, it's clear that future generations of aspiring models may face greater challenges due to the potential replacement of human models by AI. It's essential that we continue to discuss and address these issues to ensure a smooth transition into this new era of fashion photography.
