H&M is setting new benchmarks in the fashion industry by embracing AI-powered digital twins. Jörgen Andersson, the brand’s Chief Creative Officer, recently opened up about how H&M’s digital journey is reshaping creativity and efficiency. By developing digital clones and AI doppelgängers, H&M aims to streamline design processes and enhance customer experiences.
The Rise of AI Clones in Fashion
Digital twins are virtual replicas of real-life models or designers, powered by artificial intelligence. H&M leverages these AI lookalikes to experiment with styles, fabrics, and fits before producing physical samples. This not only accelerates the creative cycle but also reduces waste, aligning with the brand’s sustainable goals. Andersson believes that this digital approach can spark new ideas and offer a more personalized shopping experience for customers worldwide.
What’s Next for H&M?
With the integration of digital twins, H&M is poised to redefine how brands approach fashion design. The company is committed to exploring further AI advancements, ensuring they stay ahead in a competitive industry. As more fashion houses follow suit, AI technology promises to drive innovation and sustainability across the sector.
