The fashion industry is undergoing a quiet revolution, one that threatens to upend the careers of countless professionals. At the heart of this transformation is the rise of artificial intelligence (AI), which is now being used to replace human creativity in the form of AI-generated images. This shift is particularly evident at Ssense, a once-prominent fashion e-commerce giant that has been struggling financially. According to a former photographer at the company, Ssense has laid off most of its visual production department, including photographers, retouchers, and makeup artists, and plans to replace their work with AI-based imagery.
This development is not an isolated incident. It is part of a broader trend in the fashion industry, where brands are turning to AI to save on overhead costs. The result is an existential crisis for many models, fashion photographers, and makeup artists, as the future of their creative careers comes into question. The former Ssense photographer, who wishes to remain anonymous, expressed frustration that their hard work over several years is being used to train the AI that is replacing their jobs. They noted that the public was never consulted about this shift, and that the heads of companies and tech CEOs are the ones spreading the gospel of AI.
The use of AI in fashion is not without its critics. Kim Creton, a Canadian freelance makeup artist who has lost contracts to AI, argues that AI images can never match the value or honesty of a photograph. She believes that brands should be transparent about using AI, and that consumers should be aware of the implications of this technology. The photographer from Ssense also expressed concern about the uncanny valley effect of AI imagery, suggesting that even if AI images look good, there is a sense of duplicitousness about the whole thing.
The rise of AI in fashion is a complex issue, with both positive and negative implications. On the one hand, AI can streamline the production process and reduce costs. On the other hand, it threatens to dehumanize the creative process and undermine the value of human creativity. As the fashion industry continues to evolve, it is essential to consider the broader implications of AI and to ensure that the voices of those affected by this technology are heard. The future of fashion may be shaped by AI, but it is up to us to determine how it will impact the creative careers of those who make it possible.
