Will AI replace models, influencers and photographers? How artificial intelligence is changing the world of fashion business

A real revolution is underway in the fashion world, driven by artificial intelligence (AI), which is becoming not only an aesthetic but also an economic breakthrough. Virtual characters such as Lil Miquela, Shudu, Lu do Magalu or Imma are winning millions of fans and establishing partnerships with major brands, changing the face of both advertising and business strategies in the luxury sector. AI is opening up new opportunities and reducing costs to such an extent that it is difficult to predict where its possibilities end. So let’s examine how technology is impacting the world of models, influencers and photographers and, above all, the fashion business.

Digital celebrities are golden: Lil Miquela and Shudu in the foreground

Lil Miquela, a virtual influencer from Los Angeles, has taken Instagram by storm, attracting millions of followers and opening up new collaboration opportunities for luxury brands such as Prada and Chanel. What is it about brands? About the perfect combination of style, perfection and total control over the image. Collaborating with digital personalities is every marketing department’s dream – Lil Miquela never gets sick, never has ‘bad days’ and the production costs for her images are minimal compared to traditional campaigns. Brands can work with her creatives without having to organise logistical ventures and trips to the other side of the world.

Shudu, created by photographer Cameron-James Wilson, rose to fame as the first digital supermodel to attract attention with her mesmerising beauty. Her creator noted that Shudu’s perfectly symmetrical face and perfect complexion were extremely attractive to luxury brands. Companies such as Balmain and Fenty Beauty can reduce the cost of photo shoots with her because Shudu works anytime, anywhere – she is eternally young and does not require entire teams of producers, stylists and hairdressers.

Lu do Magalu and Imma: digital ambassadors for luxury brands in Brazil and Japan

Digital influencers are also conquering the Brazilian and Japanese markets, proving that AI is not just a technological innovation, but also a business boon. Lu do Magalu, virtual ambassador of Brazil’s largest online shop Magazine Luiza, is a perfect example of this strategy. Lu combines the ‘personality’ of a real influencer with the possibility of digital control, which for the brand means full management of its image and message, without having to pay hundreds of thousands of dollars for celebrity contracts. Lu engages audiences, responds to comments and stays on top of trends, which attracts customers and strengthens brand loyalty.

In Japan, on the other hand, Imma is leading the way – a virtual model with a distinctive pink bob, who has won the hearts of fashion fans and collaborates with brands like Dior and Burberry. Virtual personalities such as Imma are particularly attractive in the Japanese market, where technology and digital aesthetics are very popular. With AI, brands can create campaigns tailored to local consumer tastes, while saving on logistics and production costs.

Photographers versus digital reality: new opportunities but also risks

Fashion photography, like models, is undergoing a huge change – not only artistically, but also economically. Digital shoots, where models are created by AI, allow brands to save on the costs associated with traditional production, where expensive studios, lighting and full production teams are hired. Renowned photographer Nick Knight, founder of SHOWstudio, is experimenting with AI in his projects, creating digital model avatars for a Gucci campaign. The ability to create perfectly fitting digital models allows brands the freedom to make changes, save costs and have full control over the project.

However, while AI allows for the creation of uniquely aesthetic images, it is hard to imagine AI completely displacing professional photographers. Fashion is not just about perfect images – it’s also about the emotions, relationships and nuances that are brought out during a shoot. Photographers have their own unique perspective on the model, the environment and the light, which makes each shoot unique. While AI is a valuable tool, human talent and creativity are still at the heart of many luxury campaigns.

Digital styling and production – costs under control

Styling, make-up, hairstyles and entire production facilities are essential elements of any campaign. Thanks to AI, brands can now create digital styling where every detail – from the cut of the clothes to the movement of the fabric – is worked to perfection, which is crucial in the world of luxury. The Ralph & Russo brand was one of the first to collaborate with AI, creating a digital Haute Couture collection that was presented as a ‘live’ visualisation – even though it was never physically created.

Digital styling allows brands to save money as there is no need to engage expensive stylists, hire studios and invest in photo shoots. For simpler campaigns, where speed and economy are important, AI can completely replace stylists. However, for shows such as Paris Fashion Week, where every detail is scrutinised by hundreds of journalists and critics, real stylists and make-up artists are irreplaceable.

Digital influencers vs. authenticity: is AI just an illusion?

In a world where every detail is worked to perfection, authenticity becomes a key value. Digital influencers such as Lil Miquela may run non-stop, but their ‘life’ is carefully planned by the creative team. For many consumers, the genuine emotion seen in celebrities such as Chiara Ferragni or Olivia Palermo is irreplaceable. They are the ones who share everyday experiences, emotions and authentic moments, which gives their profiles a value that is difficult to fake.

Having said that, campaigns combining digital and real influencers can bring many benefits. An example is Prada’s campaign in which Lil Miquela appeared alongside real influencers, which attracted a level of attention that would have been difficult to achieve with just one. This shows that a hybrid of digital and human ambassadors could be the future of influencer marketing.

Economic benefits for brands: the future of luxury business

Artificial intelligence offers luxury brands a whole new opportunity. Thanks to AI, they can run campaigns faster, more effectively and at a lower cost. Digital influencers and models are also a way for brands to have full control over the image they present to their audience, without having to adapt to external conditions. In an industry where competition is extremely intense and each campaign represents millions of dollars of investment, AI offers new solutions to optimise budgets and reduce the time it takes to implement projects.

Informed consumer choices and the ethics of AI

From a consumer perspective, the introduction of AI in fashion can be both exciting and controversial. The European Union has already introduced legislation requiring AI-created content to be labelled, so that consumers can make an informed decision about whether to engage with such campaigns. In the world of luxury, where authenticity is key, transparency and ethics become the foundation on which brands build trust.

Fashion of the future – what will tomorrow bring?

The fashion world is going through a fascinating period where man and technology are creating a new hybrid reality. Virtual models, digital influencers and AI in photography will certainly continue to develop, but they are unlikely to completely replace humans. True beauty, creativity and authenticity remain values that can influence audiences, but only if they come from deep within – and cannot be fully imitated by algorithms.

In conclusion, AI can bring many financial and operational benefits to the luxury industry, but a full replacement of human input in campaign creation seems unlikely. Fashion is still about the emotions and stories we want to experience – and it’s humans that give them real meaning.

photos: BMW, Lexus