Impact on industry professionals

As AI-generated models gain traction in the fashion industry, many professionals are beginning to feel the ripple effects. Human models, once the face of countless campaigns, are now facing dwindling opportunities as brands opt for digital avatars that can be customised to fit any aesthetic, pose endlessly without fatigue, and be deployed across global campaigns in a fraction of the time and cost.

Photographers, stylists, makeup artists, and set designers are also seeing a shift in demand. With AI models often rendered in fully digital environments, the need for traditional photoshoots is decreasing. This not only reduces the number of jobs available but also alters the collaborative nature of fashion production, where creative teams once worked together to bring a vision to life.

For many in the Australian fashion scene — from emerging models to seasoned creatives — this technological shift presents a significant challenge. The local industry, known for its vibrant and diverse talent pool, may struggle to maintain opportunities for professionals if AI continues to replace human input at scale.

Some industry insiders argue that while AI can streamline certain processes, it lacks the spontaneity and emotional depth that human models and creatives bring to a campaign. The subtle expressions, cultural nuances, and lived experiences that real people contribute are difficult to replicate with algorithms.

There is also concern about the accessibility of this technology. Larger brands with the resources to invest in high-end AI modelling tools may gain a competitive edge, potentially widening the gap between global fashion giants and smaller, independent Australian labels that rely on local talent and traditional methods.

Unrealistic beauty standards

As AI-generated models become more prevalent in fashion campaigns, concerns are mounting over the impact these hyper-realistic avatars may have on public perceptions of beauty. Unlike human models, who come in a range of shapes, sizes, and ethnicities, AI figures are often designed to embody an idealised version of perfection — symmetrical features, flawless skin, and unattainable body proportions. This curated digital aesthetic risks reinforcing narrow beauty standards that are already pervasive in the industry.

In Australia, where the fashion industry has made strides in promoting body positivity and inclusivity, the rise of AI models could undermine these efforts. While some brands have embraced diversity in their casting choices, AI-generated figures are typically created to align with conventional ideals, unless deliberately programmed otherwise. This raises questions about who gets to define beauty in a digital age — and whether AI will reflect or erase the progress made toward broader representation.

Young Australians, particularly those active on social media, are especially vulnerable to the influence of these digital avatars. With AI models appearing in ads, influencer posts, and online catalogues, the line between reality and fabrication becomes increasingly blurred. This can contribute to unrealistic expectations about appearance, leading to issues such as low self-esteem, body dissatisfaction, and disordered eating behaviours.

Experts in mental health and media literacy have voiced concerns about the psychological toll of constantly being exposed to digitally perfected images. Unlike traditional photo editing, which still starts with a real person, AI models are entirely synthetic — meaning they can be manipulated without any physical limitations. This opens the door to even more extreme portrayals of beauty that are impossible to achieve in real life.

Some fashion brands have attempted to counteract this by creating AI models that reflect a wider range of body types and ethnic backgrounds. However, critics argue that even these efforts can feel performative if they are not accompanied by genuine commitments to diversity in real-world hiring and representation. Simply generating a plus-size or ethnically diverse avatar does not replace the value of showcasing real people with lived experiences.

For Australian consumers, the shift toward AI modelling may prompt a deeper examination of the images they engage with and the standards they internalise. As the fashion industry continues to evolve, the challenge will be ensuring that technology enhances — rather than distorts — the way beauty is represented and celebrated.

Ethical and creative implications

The integration of AI-generated models into the fashion industry is not only transforming aesthetics and workflows but also raising complex ethical and creative questions. One of the most pressing concerns is the issue of consent and ownership. When AI is trained on datasets that include images of real people, there is a risk that elements of their likeness — facial features, body shapes, or even poses — could be replicated without their knowledge or permission. This blurs the lines between inspiration and appropriation, and raises legal and moral questions about who owns the rights to a digital likeness.

In Australia, where privacy laws and intellectual property rights are taken seriously, the use of AI in fashion modelling could prompt new regulatory scrutiny. If an AI model is created using data scraped from social media or public image databases, it may inadvertently mimic the appearance of real individuals, leading to potential legal disputes. This is particularly concerning for marginalised communities, whose images may be used without context or consent, perpetuating stereotypes or misrepresentations.

Creatively, the rise of AI avatars also challenges traditional notions of artistic expression. Fashion has long been a collaborative art form, relying on the interplay between designers, models, photographers, and stylists to bring a vision to life. With AI, much of this process can be simulated or automated, raising questions about the authenticity of the final product. Can a campaign generated by algorithms carry the same emotional resonance or cultural relevance as one crafted by human hands?

There is also the risk of homogenisation. As brands increasingly rely on AI tools that draw from similar datasets and design parameters, the diversity of creative output may diminish. Instead of pushing boundaries, fashion campaigns could begin to look eerily similar — polished, perfect, and devoid of the imperfections that often make art compelling. This could stifle innovation and reduce opportunities for emerging Australian creatives who bring unique perspectives to the industry.

Moreover, the ethical implications extend to representation. If AI models are programmed by teams lacking cultural awareness or diversity, the resulting avatars may reflect biased or incomplete worldviews. This can lead to the erasure of cultural identities and reinforce dominant narratives, rather than celebrating the rich tapestry of backgrounds that make up Australia’s fashion landscape. Ensuring that AI tools are developed and used responsibly will require input from a wide range of voices, including Indigenous and multicultural communities.

As the technology continues to evolve, the fashion industry faces a critical juncture. Embracing AI does not have to mean abandoning human creativity or ethical responsibility. Instead, it presents an opportunity to reimagine how technology can be used to support — rather than replace — the diverse talents and stories that define fashion in Australia and beyond.

Impact on industry professionals

Across Australia’s fashion scene, the rise of AI-generated models is beginning to ripple through the industry — and not always in ways that benefit the people behind the lens or on the runway. As brands increasingly turn to digital avatars to front campaigns, many human professionals are feeling the squeeze.

From seasoned models to emerging talent, the shift is raising alarms. AI models don’t need rest, travel, or hair and makeup — making them a cost-effective and logistically simple option for brands. But that convenience comes at a price for real people whose livelihoods depend on bookings, shoots, and live events.

Photographers, stylists, makeup artists, and set designers — all integral to traditional fashion productions — are also seeing reduced demand. With AI avatars capable of being styled and posed entirely in a digital environment, entire creative teams risk being sidelined.

“We’re not just talking about models losing work,” says one Sydney-based fashion producer. “It’s the ripple effect — the entire ecosystem of creatives is impacted.”

For Australian fashion professionals, especially freelancers and small agencies, the shift could mean fewer opportunities and tighter competition. While some are adapting by learning digital tools or collaborating with tech teams, others are finding it harder to stay relevant in a space that’s rapidly evolving.

As AI continues to infiltrate the fashion workflow, the industry faces a critical moment — one that challenges not just how campaigns are created, but who gets to be part of them.

Concerns over beauty standards and ethics

In a country where beach culture and body positivity are deeply woven into the fashion narrative, the rise of AI-generated models is stirring fresh debate around beauty ideals. These digital avatars, often designed with hyper-symmetrical features, flawless skin, and unattainable proportions, are setting a new — and arguably dangerous — benchmark for what’s considered “beautiful.”

Unlike real women, AI models don’t have stretch marks, pores, or bad angles. They don’t age, gain weight, or have off days. And while that might sound like a dream for some marketing teams, it’s a nightmare for those advocating for diversity and authenticity in fashion.

“We’ve worked hard to push for more inclusive representation in Australian fashion — different sizes, ethnicities, ages,” says a Melbourne-based model agent. “Now we’re watching that progress get digitally erased.”

There’s growing concern that these idealised avatars could undo years of work by body-positive movements. For young women especially, the constant exposure to digitally perfected figures can fuel insecurities and distort self-image. It’s not just about what’s on the runway — it’s what’s on their feeds, 24/7.

• AI models can be endlessly edited to fit any aesthetic, often reinforcing Eurocentric beauty standards.
• They rarely reflect the diversity of real Australian women — in body shape, skin tone, or cultural background.
• There’s no regulation around how these avatars are presented, leaving room for unrealistic and harmful portrayals.

Ethical questions are also emerging around consent and identity. Some AI models are created using composites of real people’s features — raising concerns about digital likeness rights and exploitation. Without clear guidelines, the line between inspiration and appropriation becomes increasingly blurred.

As the fashion industry leans further into digital innovation, it must also reckon with the social responsibility that comes with shaping beauty norms. In Australia, where fashion is as much about self-expression as it is about style, the conversation around AI and ethics is only just beginning.