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How AI is helping fashion models be at two places at once: 'Black hole of endless options'

While the technology opens up opportunities for some, critics fear AI will render many professionals, including models, make-up artists, and photographers obsolete -- and could risk promoting an artificial standard of beauty.

February 23, 2025 / 17:58 IST
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London-based model Alexsandrah Gondora (R) poses for a photograph beside her AI twin "Alex" (L), created by digital modelling agency, The Diigitals. (Image credit: AFP)

London-based model Alexsandrah Gondora understands the power of being in "two places at the same time" thanks to an AI replica of herself: "She's doing the hard work so I don't have to!"

Fashion designers and retailers can book her digital double for photo shoots without her having to travel or physically be there, Gondora told AFP.

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It is a solution that "saves time", said the model, who is also walking down in-person runways at London Fashion Week, which runs until Monday evening.

In the fashion industry, artificial intelligence is already used by brands to create visual imagery for e-commerce websites and customised advertising campaigns at a lower cost.