2024 is already a historic year. For the first time in the history of foreign beauty pageants, the World Cup has a computer-generated beauty queen.
Virtual influencer Kenza Layli named the first Miss AI after beating 1,500 other contestants.
The fictional character in the golden hijab was created by Myriam Bessa, founder and director of Moroccan artificial intelligence firm Atelier Digital, and won the World Creator Awards on July 8.
Could real-life models soon be a thing of the past? Even if this remains unanswered, what is certain is that synthetic intelligence (AI) is also revolutionizing the fashion industry.
A look at Spanish fashion brand Mango offers a glimpse of the future. No genuine human beings were photographed for the advertising campaign for their Sunset Dream collection. The garments are genuine but the designs are generated by AI.
This is the first time the fashion industry has used AI. In early 2023, denim icon Levi’s made headlines with its partnership with Dutch startup Lalaland. ai, which creates AI-generated custom models for e-commerce.
“The integration of AI into fashion is proving to be a game changer,” wrote Max Dewod for the American virtual marketing company ReVerb in May 2024. “The integration of AI into fashion is proving to be a game changer. Brands such as Zara, H.
In a statement released in May, the good-looking brand, owned by British consumer goods company Unilever, promised that it would “never use AI symbols in the position of real women” and that it would “never use virtual distortion or provide the symbol “. in an unfeasible, manipulated and impeccable way. ” symbols of “perfect” good looks that the use of editing equipment can promote.
In a report published via Dove in April titled “The Real State of Beauty: A Global Report,” the findings showed that due to the “perfect” appearance of AI models and influencers, genuine women and young people in particular felt stressed to adjust their appearance. their appearance.
“Globally, some women and older women ages 14 to 17 consider plastic surgery to be a way to feel better about their bodies,” the report says. This was the case in Brazil (69%) and China (56%).
The researchers spoke to about 33,000 people in 20 countries for their report. Among them were approximately 14,000 women and 4,000 men between the ages of 18 and 64, as well as approximately 9,500 women and 4,700 children between the ages of 10 and 17.
Men and boys also feel pressure to change their appearance. Researchers found that “79% of men and 74% of boys feel sufficiently muscular. ”
“Globally, 68% of men and 59% of boys strive to be physically attractive. “
Brazilian activist Beta Boechat, co-author of the report, told DW that other people are increasingly dissatisfied with their appearance.
“The more equipment you have to replace our appearance, the more strain you will physically increase to reach the virtual ideal of good looks in genuine life,” he said.
Proof of this is the worldwide increase in cosmetic surgery, which has become easier and more affordable, he explained. “This increases the pressure on other people to optimize [their bodies], not just men but also women. “
Helmut Leder, professor of empirical aesthetics in psychology at the University of Vienna, is also concerned about the tension resulting from the disparity between virtual ideals of good looks and real appearance.
“It’s a very dramatic problem,” he told DW. Artificially generated faces have no skin enhancement, have the best proportions, and almost all correspond to an overall ideal of beauty.
“In a world where we are faced with genuine people, but with many artificially decorated faces, the individual preference for being horny and charming is huge. “
For the developers of the Finnish AI style Milla Sofia, virtual styles and influencers are dramatic, but only examples of the social transformation triggered by AI. They tried to dispel the considerations by letting their style be explained on their own website.
“For years, social networks have been adorned with ‘artificial intelligence’, that is, with filters, which are very popular. As a result, the ideal of good looks has long been distorted,” it reads. “Artificial intelligence only facilitates adaptation and, in a way, it is just one more step with respect to past events. “
British good looks expert Sally-Ann Fawcett sees the artificial intelligence revolution in the fashion industry as an opportunity for a greater female presence. She is part of the jury of the Miss AI 2024 beauty pageant.
“In the ’70s, most competitions were organized and judged by men,” she told Time magazine. “Today, I would say 95% of [the UK] is run and judged through Array. ”
Boechat, for his part, fears a setback for the frame positivity movement, which for decades has been fighting for the elimination of unrealistic and discriminatory ideals of good looks. As he explains to DW, the opposite is already noticeable.
“AI comes to society at a delicate time,” Boechat observes. “Aesthetic claims are expanding and opposition to the cult of the frame and its strength are weakening. “
Additional information via Jakov Leon.
This article was originally written in German.