AI is rapidly changing many industries, and modelling is no exception. As technology advances, AI is starting to offer realistic alternatives to human models. This could pose a serious threat to the profession, but there are also some opportunities that come with it.
The rise of AI in the modelling industry
AI is disrupting many creative fields, and the modelling industry is next. AI can already generate realistic faces, voices, and even full-body models. Although AI models may not be fully convincing yet, the technology is improving fast. In a few years, AI-generated images and videos will be so lifelike that they could easily replace human models for many jobs. We’ve already seen how convincing deepfakes can be—AI will soon apply the same techniques to modelling. Brands are starting to experiment with this, and it could change how models and agencies operate (example).
Why AI is a threat to the modelling profession
As AI technology advances, it’s becoming easier for brands to replace human models with digital alternatives. AI-generated models are becoming more realistic and versatile, offering companies significant cost savings and flexibility. Here are the key reasons AI could threaten traditional modelling:
AI models replacing human models: AI-generated models can be hyper-realistic, meeting exact specifications without the need for physical models. They can pose, act, and even speak, making them an attractive alternative for brands
Cost efficiency for brands: Brands using AI models save on hiring fees, travel, and production costs. AI models can be created at a lower price, making them more appealing to businesses looking to cut expenses.
Infinite versatility of AI models: AI models can be instantly customised to fit any style or scenario. They can change their appearance, pose, and expression without the limitations of human models.
No licensing or legal complications: AI eliminates the need to negotiate image rights or contracts. Brands can use AI-generated models without worrying about legal conflicts over image rights misuse.
Faster production timelines: AI-generated models can speed up content production. Brands can generate photos, videos, and even fashion show content almost instantly, without waiting for reshoots.
Decreasing demand for non-celebrity models: Brands may choose to either create their own AI models or use the likeness of celebrities, reducing opportunities for lesser-known models.
Loss of physical modelling work: Traditional jobs like runway shows or product shoots may decline, especially for beginner and mid-level models. AI could replace these roles in favour of digital solutions.
Bias towards digital influence: Models without a strong personal brand or online presence may struggle, as AI models or well-known personalities are favoured in campaigns.
Why AI might not be a threat (and the opportunities it holds)
Despite these threats, AI also presents opportunities for models willing to adapt. By leveraging AI technology, models can find new ways to enhance their careers and income:
Licensing of face and voice: Established models and actors can license their image and voice for digital use, allowing them to earn from multiple campaigns without being physically present.
Collaboration between human and AI models: AI could complement models by handling routine tasks or dangerous shoots, while human models focus on more creative or high-profile projects.
Human connection still matters: Brands focused on authenticity and human connection may still prefer real models, especially for campaigns that emphasise personal stories (Intelistyle).
Celebrity and influencer advantage: Models with strong personal brands or social media influence will still have a competitive edge. AI may be used to extend their reach, but their human influence remains valuable(DesignRush).
Customisation of licensed AI likeness: Models could license their face or voice for AI-generated ads, creating a passive income stream and allowing them to work on multiple campaigns at once.
Demand for authenticity: Some brands may push back against AI by emphasising authenticity. Human models could become more valuable in markets that prize genuine human connection.
Creative AI tools for models: Models can use AI to enhance their portfolios, generate high-quality content, and manage their careers more effectively. AI could help them stay ahead of trends and adapt quickly.
New kinds of work: As AI grows, new opportunities may arise for models to collaborate with AI in hybrid campaigns, blending human and digital elements for more dynamic content.
AI’s impact on modelling agencies
As AI continues to advance, the modelling industry is set for major shifts. The traditional agency model, where agencies represent models and manage contracts, is likely to face increased pressure. For mid-tier and lesser-known models, AI-generated models might take over many of the roles agencies currently manage. This could result in fewer jobs for models who don’t have a strong personal brand or social media presence.
However, high-end talent agencies that represent celebrity models or influencers with a large following will likely continue to thrive. Brands will still want the cachet and recognition that comes with working with established names. These agencies might adopt AI tools themselves, using them to enhance their models’ digital presence, create AI versions for licensing, or manage contracts and scheduling more efficiently.
While AI will likely squeeze traditional agency roles, it will also force the industry to evolve. Agencies may begin to offer hybrid services, representing both human models and AI-generated ones, and using technology to enhance the marketing and management of their talent.
Summing up
AI is undoubtedly a major disruptor for the modeling industry. From replacing human models in many areas to creating entirely new ways of working, its impact will be felt across the profession. For models who don’t adapt, the future could mean fewer opportunities and more competition from digital counterparts. However, for those who embrace AI, whether through licensing their likeness or collaborating with AI, the technology opens up exciting possibilities. Models with strong personal brands or those willing to use AI creatively will likely find ways to thrive.
The modelling industry may change, but it’s far from over. AI is a tool that can be harnessed, not just a threat to be feared. By understanding how to work with the technology, models and agencies can continue to create value in a rapidly changing landscape.