Fashion retailer H&M is to use artificial intelligence (AI) to create digital "twins" of 30 models.
It says it will use the AI doppelgangers in some social media posts and marketing in the place of humans, if given permission by models.
"We are curious to explore how to showcase our fashion in new creative ways – and embrace the benefits of new technology – while staying true to our commitment to personal style," said its chief creative officer Jörgen Andersson in a statement.
Despite H&M's claim it would not change its "human-centric approach" some fear the move could impact other models, photographers and make-up artists.