The AI Revolution: A Threat or an Opportunity for the Modelling Industry?
The fashion world is abuzz, and not just with the latest runway trends. Recently, the appearance of an AI-generated model in Vogue magazine has ignited a crucial conversation about the evolving landscape of the modelling industry.
While the technological prowess behind such creations is undeniable, it prompts us to ask: what does this mean for the real people and the vibrant ecosystem that makes up our industry?
Credit: Guess Campaign in Vogue Magazine
At BMA Models, we believe in the power of authenticity and the unparalleled value of human talent. The advent of AI models, while fascinating, presents both exciting new possibilities and significant challenges that need to be addressed thoughtfully.
The Ripple Effect: Beyond the Model
The potential impact of widespread AI-generated models extends far beyond just the models themselves. Consider the ripple effect across the entire creative supply chain:
- Models: For established and emerging models, the concern is clear. If a “flawless, cost-effective, endlessly customisable” digital twin can be created at will, what does this mean for human livelihoods and the dreams of aspiring talent?
- Casting Directors: The role of a casting director is to find the perfect human fit for a brief, understanding nuance, personality, and on-set presence. Will their expertise be diluted if the “perfect” model can be designed with a few clicks?
- Photographers: While AI can generate images, it can’t replicate the unique artistic vision, lighting mastery, and human connection that a photographer brings to a shoot. The spontaneity, the unscripted moments, and the collaboration between photographer and model are invaluable.
- Make-Up Artists (MUAs) and Hair Stylists: These highly skilled professionals bring their artistry to enhance and transform real individuals. If models are digital, where does their craft fit in?
- Stylists: The tactile process of selecting, fitting, and styling garments on a real body is a fundamental part of a stylist’s work. AI models remove this hands-on element.
- Catering: Even the seemingly standard, yet vital, industry of catering on set would see a reduction in demand if human teams are replaced by digital processes.
- Agents and Agencies: The core business of scouting, developing, and representing human talent faces a fundamental shift.
BMA’s Stance: Championing Inclusivity and Realness
For years, the modelling industry has been striving for genuine progress in embracing diversity, realness, and the full spectrum of human beauty. This journey has seen a welcome shift away from singular, often unattainable, beauty ideals. At BMA, inclusivity and diversity are not just buzzwords; they are at the very heart of our ethos.
We pride ourselves on representing a diverse roster of talent, reflecting the real world and celebrating unique stories. The fear is that a mass introduction of “perfect” AI-generated figures could easily undermine those gains, consciously or not, by reinforcing harmful, outdated standards of beauty.
Lynn Campbell-Walter on Navigating the AI Frontier
Our Co-founder and Director, Lynn Campbell-Walter, offers a balanced perspective on this evolving landscape:
“AI is undeniably a powerful new tool, and businesses—especially in advertising—will naturally be among the first to explore and experiment with it. We can expect many brands to lean heavily into AI-generated models and content early on, testing its cost-efficiency and creative potential. The use of AI-generated models—flawless, cost-effective, endlessly customisable—will likely surge in the coming years. But as with any powerful tool, how we use it matters.
And with that comes a crucial responsibility: transparency. If an advert features AI-generated models, it should be clearly labelled. People deserve to know whether they’re seeing a real human or a digital creation. This allows consumers to make informed choices and protects the value of authenticity.
This is especially important because the modelling industry has come a long way in recent years. There’s been real progress toward embracing diversity, realness, and the full spectrum of human beauty. Flooding the market with digitally “perfect” bodies risks undoing that progress and reinforcing harmful, outdated standards. The mass introduction of “perfect” AI-generated figures could easily undermine those gains, consciously or not.
In a world already grappling with fake news, identity fraud, and digital impersonation, the question “What’s real? What’s true?” is more important than ever.
The advertising industry might respond in two different directions: one that embraces the artificial and the fantastical, and another that leans hard into authenticity. We may soon see brands proudly stating, “We use real people” or “Our product is for real humans.” That message could become a powerful marketing differentiator.
That said, AI models shouldn’t be seen purely as a threat. They also represent a new art form. Imagine the creative possibilities when real models and AI-generated visuals are used side-by-side—not as replacements, but as collaborators. The fusion of human presence and digital imagination could lead to stunning and meaningful new kinds of expression and art forms.
The key is balance. Realness should remain central, but there’s also space for innovation. The future of advertising can be both honest and imaginative—if we build it with intention and thoughtfulness”.
Looking Forward with Intention
Lynn’s words resonate deeply with BMA’s vision for the future. While we acknowledge the undeniable advancements of AI, we firmly believe that the unique essence of human models – their individuality, their expressions, their ability to connect with an audience on a visceral level – can never be fully replicated. The power of a real smile, the authenticity of a true emotion, and the diverse stories represented by human beings are irreplaceable.
The challenge, and indeed the opportunity, lies in finding this balance. For BMA Models, our commitment to real people, genuine talent, and a truly inclusive industry remains unwavering. We look forward to a future where innovation and authenticity can not only coexist but thrive together, enriching the creative landscape for everyone.