The fashion industry is undergoing a radical transformation as AI could replace human models in advertising, e-commerce, and even runway shows. Guess, one of the first major brands to adopt AI-generated models, has reported a 30% reduction in photoshoot costs and a 50% faster time-to-market for new campaigns (Forbes 2025). This shift raises critical questions: Will AI models dominate the industry? What happens to human models? And how will consumers respond to digitally crafted perfection?
Why Guess and Other Brands Are Betting on AI Models
1. Cost Efficiency and Scalability
Traditional photoshoots involve models, photographers, makeup artists, and location fees, often costing $10,000 to $50,000 per campaign (Business of Fashion 2025). AI-generated models eliminate most of these expenses. Guess now uses AI model generators like DeepModel and Synthesia to create hyper-realistic digital models in minutes, slashing budgets while maintaining visual appeal.
2. Infinite Customization
With AI, brands can tailor models to exact demographics, body types, and ethnicities without casting limitations. Levi’s faced backlash in 2023 for testing AI models, but by 2025, 67% of fast-fashion brands now use them for at least some campaigns (Deloitte Digital Trends Report).
3. Faster Turnaround Times
AI allows brands to instantly update campaigns for different regions, seasons, or trends without reshoots. Zara, for example, reduced its campaign production cycle from 6 weeks to 48 hours by switching to AI-generated imagery (Retail Dive 2025).
How AI Model Generation Works
Modern AI tools use Generative Adversarial Networks (GANs) and diffusion models to create photorealistic human figures. The process involves:
- Training on thousands of real model photos to learn facial structures, poses, and lighting.
- Customization via prompts (e.g., “25-year-old South Asian female with curly hair”).
- Seamless clothing integration, where AI “wears” digital garments realistically.
Platforms like DeepModel.ai now offer lifelike movement, enabling AI models to “walk” in virtual runway shows with natural physics.
The Human Model Dilemma: Job Losses and Ethical Concerns
While brands celebrate cost savings, the modeling industry faces disruption:
- The Bureau of Labor Statistics predicts a 22% decline in traditional modeling jobs by 2030.
- Agencies are pivoting to “hybrid modeling,” where human models license their likenesses for AI replication.
- Ethical debates rage over unrealistic beauty standards, as AI models are often “perfected” beyond natural human limits.
Supermodel Bella Hadid recently protested, stating, “AI can’t capture the soul of a real person.” Yet, brands argue AI models offer inclusivity without logistical hurdles.
Consumer Reaction: Do People Prefer AI Models?
Early data is mixed:
- A 2025 McKinsey survey found 41% of Gen Z shoppers don’t care whether models are real or AI-generated.
- Luxury brands remain hesitant, with Chanel and Dior still relying on human models for prestige appeal.
- Instagram ads featuring AI models have 15% higher CTR, suggesting consumers engage even if they know the models aren’t real (Meta Ads Report 2025).
The Future: Will AI Replace Human Models Entirely?
Experts predict a blended future:
- Fast fashion and e-commerce will likely shift 80-90% to AI models by 2030.
- High-fashion and luxury will retain human models for authenticity.
- New “AI model agencies” will emerge, selling digital personas to brands.
A New Era of Digital Fashion
The rise of AI models is inevitable, but human creativity and emotional connection will remain irreplaceable in some segments. Guess’s early adoption signals a broader industry shift—one that prioritizes speed, cost, and customization over tradition. For models, adapting to this new landscape (through digital licensing or niche branding) may be the key to survival.
For consumers, the question isn’t just “Is this model real?” but “Does it resonate?”—and so far, the answer seems to be yes.