Models accuse fashion brand of using AI to recreate them
Several models have accused a fashion brand of using artificial intelligence to create digital replicas of their likenesses without proper consent or compensation. The models claim the brand generated AI doppelgangers based on their images, raising legal and ethical concerns about the use of AI in the fashion industry.
Background
- Fashion models are accusing the brand Levi's (or a similar major label) of using AI-generated images that closely mimic their likenesses, effectively creating digital doppelgängers without their permission or compensation.
- This follows a broader industry trend where generative AI is being used to produce commercial photoshoots, raising legal and ethical questions about image rights, consent, and the future of modeling work.
- The models argue that the AI images were trained on or derived from their own prior photoshoots, meaning the brand is effectively using their past labor to replace future paid gigs.
- Key legal issues include right of publicity (control over one's likeness), potential copyright infringement if the AI was trained on copyrighted photos, and contract disputes if existing modeling agreements didn't explicitly grant permission for AI recreation.
- This is part of a larger wave of disputes in creative industries—writers, visual artists, and voice actors have all recently clashed with companies over unlicensed AI use of their work.