Spot the difference! Fashion brands embrace AI to digitally clone models

Mathilda Gvarliani (real one on the left) is one of more than two dozen models that H&M is working with this year to create digital replicas for use on the company’s social media platforms and in its marketing campaigns. Photo composite: Handout

In two photographs taken for fashion retailer H&M, model Mathilda Gvarliani is seen posing in a white tank top and jeans.

The images look like takes from the same shoot, but one of the photos shows the real Gvarliani, and the other is an artificially manipulated image of her.