The rise of artificial intelligence has touched virtually every industry, disrupting long-established

workflows and raising concerns about job losses. Now, the fashion world is reckoning with these changes

as AI takes hold there from customer service chat pots to virtual fitting rooms and AI

avatars starring in marketing campaigns.

Ali Rogan explores this refashioning of the industry and why it's raising alarms.

This August's Vogue magazine may give us a glimpse into the future of fashion.

This ad features a new model styled in outfits from the clothing brand guests.

She gazes into the camera with a wide smile and bright eyes, and none of it is real.

She was generated by AI.

Right now we're at a point where we can create the same level of quality, of beauty, of compositions with AI.

And you don't have to do with a lot of logistics.

So why not utilize it?

Valentina Gonzalez and Andrea Petrescu are the co-founders of Serafine Valora,

the AI modeling agency behind the ad that's garnered so much attention.

We believe that AI is the future of fashion in the sense of supplementing and offering a new avenue of marketing. Some have called for a boycott of vogue for giving it a platform.

But this ad wasn't the first to use AI models.

In March, fashion brand H&M experimented with a new marketing strategy by digitally cloning

actual models with their consent.

This appeared to be almost more of a campaign for using AI-generated models than a clothing

campaign.

Sarah Ziff is a former model who founded the Model Alliance, an advocacy group for workers

in the industry.

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