Olga Plotnikova, TWAIN Management:
Artificial intelligence is already having a significant impact on the modelling market. Many clients are actively implementing AI in their work, and this isn’t just a distant future, it is a reality. A prime example: our model, who had successfully worked for a major Indian online platform (catalogues, website shoots), is now no longer in demand in that market. The client has completely switched to AI, effectively “killing” this market segment for live models. I don’t think modelling will disappear completely. However, basic, simple shoots—catalogues on a white background, look books, e-commerce—will likely be almost completely replaced by AI in the next 2-3 years. For brands, this is obviously faster and cheaper. However, fashion shows, presentations, advertising campaigns, and image shoots will remain the preserve of live models. What is important here is emotion, charisma, character, energy, and the element of surprise—things that AI can’t yet replicate. For modelling agencies, this means a more difficult entry into the profession. Models who previously worked steadily for catalogues risk losing their jobs due to the shrinking market. Models with strong charisma, camera skills, English proficiency, confidence at castings, and the ability to sell themselves as individuals, not just their looks, will be in demand. Moreover, clients are increasingly asking models to consent to the use of their faces to create AI avatars. Due to the novelty of the topic, many models are unaware of the long-term consequences and agree, lured by short-term gains. However, this leads to further job losses for live models. Therefore, it is crucial to inform models of the consequences of such agreements so they make informed decisions and not rely solely on short-term gains.
Elena Beyrit, VEA models:
The peak of interest in AI image generation has passed. Many have tried using neural networks to create images, but judging by market places, this format has not resonated with the audience. People prefer real things to drawn ones. There’s a hybrid model: using AI-generated elements in combination with real models. However, this trend is also likely short-lived. People will play around with it, but modelling as an art will remain. This will last until AI develops its own thoughts and the ability to reason, creating truly virtual personalities.
Currently, all AI characters are perfect. Even if scars or unevenness are added, their faces remain beautiful. Nature creates differently. I think models with unique features are now facing the risk of being perceived as AI-generated. AI is developing rapidly. Perhaps, eventually, we will see a synthesis of modelling and AI. The number of real models will likely decrease, they will become a select few, and their presence on the market will be very expensive. Like vinyl records—inaccessible, but valuable for their sound. They will be valued as expensive, collectible pieces.
Nadezhda Popova, NC model management:
Artificial intelligence (AI) in modelling is a double-edged sword. On the one hand, it allows clients to reduce modelling budgets and overall costs associated with the shoot. On the other hand, AI partially facilitates the work of contractors (photographers, retouchers, etc.) in areas such as retouching and creative design. For the models themselves, the benefits are currently minimal. Clients are rarely willing to pay for generated avatars, preferring to use models’ facial images in their own designs free of charge. Addressing this issue requires developing mechanisms for tracking and financially regulating image use, which would eliminate this negative aspect. Furthermore, the introduction of AI has led to a decrease in the number of clients, which is also a negative factor. Among the positive aspects is the ability to generate images with one’s own input for creating a portfolio. According to some reports, some modelling agencies are already using this practice.
