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H&M Faces Backlash Over AI-Generated Model Initiative

Fashion retail giant H&M has unveiled a controversial plan to integrate AI-generated clones of its human models into its marketing and design processes, igniting a firestorm of debate across the industry. The Swedish company, known for its fast-fashion empire, aims to leverage cutting-edge artificial intelligence to streamline production, reduce costs, and accelerate its creative output. However, not everyone is applauding this futuristic leap, with critics raising concerns about job losses, ethical implications, and the erosion of human artistry in fashion.

The announcement, made earlier this week, outlines H&M’s intention to use advanced AI systems to digitally replicate its current roster of models. These virtual clones would be capable of posing for photoshoots, showcasing clothing lines, and even appearing in video campaigns—all without ever stepping onto a set. According to H&M’s innovation director, Lena Persson, the move is part of the company’s broader strategy to stay competitive in an increasingly digital marketplace. “AI allows us to experiment with endless possibilities while keeping costs down and timelines short,” Persson said in a statement. “It’s about efficiency and sustainability in a fast-moving world.”

The technology behind the initiative reportedly involves scanning human models to create highly detailed 3D avatars, which can then be manipulated by AI to reflect different poses, lighting conditions, and even seasonal styles. H&M claims this will not only reduce the need for costly travel and physical shoots but also align with its sustainability goals by cutting down on resource-intensive production processes.

Yet, the plan has met with significant pushback. Several models currently working with H&M expressed dismay, fearing their livelihoods are at stake. “I’ve spent years building my career, and now they want to replace me with a computer?” said Sofia Lundgren, a 28-year-old model who has appeared in multiple H&M campaigns. “It’s dehumanizing.” Industry advocates echo her sentiments, warning that widespread adoption of AI clones could devastate the modeling profession, particularly for up-and-coming talent already struggling to break into the field.

Beyond employment concerns, ethicists and creatives are questioning the broader implications of H&M’s pivot. Dr. Maria Karlsson, a professor of digital ethics at Stockholm University, called the move “a slippery slope.” She argued, “Replacing humans with algorithms risks stripping away the soul of fashion—its ability to tell stories through real people with real experiences. What’s next, AI designers? AI customers?” Others worry about consent and ownership, pointing out that models’ likenesses could be exploited indefinitely once digitized, raising thorny legal and moral questions.

On the flip side, some industry insiders see H&M’s gambit as a visionary step forward. Fashion tech analyst Erik Nilsson praised the retailer’s boldness, noting that AI clones could democratize the industry by allowing smaller brands to compete without the hefty budgets required for traditional shoots. “This isn’t about replacing humans—it’s about enhancing what’s possible,” Nilsson said. “Think of it as a tool, not a takeover.”

H&M has attempted to quell the unrest by assuring stakeholders that human models will still play a role in its campaigns, at least for now. “This is an augmentation, not a replacement,” Persson clarified. But skepticism remains high, with social media buzzing with hashtags like #NoAITakeover and #RealModelsMatter as the debate spills into the public sphere.

The controversy comes at a time when AI is increasingly infiltrating creative industries, from music composition to film production. H&M’s move could set a precedent for other fashion giants like Zara or Uniqlo to follow suit, potentially reshaping the landscape of an industry already grappling with rapid change.

For now, H&M is forging ahead with pilot programs, with the first AI-generated campaigns slated to debut later this year. Whether this marks a triumph of innovation or a misstep into dystopian territory remains to be seen. As the fashion world watches closely, one thing is clear: the line between human and machine is blurring—and not everyone is ready to embrace it.

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ReliaQuest Lands $500 Million to Supercharge AI-Powered Cybersecurity

ReliaQuest, a U.S.-based cybersecurity firm, has secured a hefty $500 million in a recent funding round, pushing its valuation to an impressive $3.4 billion. The investment, announced today, is set to turbocharge the company’s AI-driven security solutions and fuel its global expansion, reinforcing its position as a heavyweight in the fight against cyber threats.

The funding round was led by a trio of powerhouse investors—EQT Partners, KKR, and FTV Capital—with additional backing from existing supporters Ten Eleven Ventures and Finback Investment Partners. This cash injection comes as ReliaQuest doubles down on its GreyMatter platform, a cutting-edge system that harnesses artificial intelligence to help enterprises detect, respond to, and neutralize cyber threats with lightning speed.

Founded in 2007 by Brian Murphy, ReliaQuest has evolved from a scrappy startup into a global leader, serving major clients with its AI-enhanced security operations. The GreyMatter platform integrates with over 200 cybersecurity tools, offering a seamless, flexible solution that lets organizations tackle threats across complex digital landscapes. The company says this latest funding will drive further innovation, particularly in “Agentic AI”—smart, autonomous systems designed to streamline security workflows and outpace evolving cyberattacks.

“Enterprise security teams are drowning in data and facing faster threats than ever,” Murphy said in a statement. “This investment lets us scale up and deliver real-time solutions, leveraging AI to keep our clients ahead of the game.” Since its last funding round in 2020, ReliaQuest has seen its annual recurring revenue soar past $300 million, a fourfold increase, while maintaining profitability and a growth rate exceeding 30% year-over-year.

The timing couldn’t be better. With cyberattacks growing more sophisticated and frequent, investor confidence in AI-driven cybersecurity is at an all-time high. ReliaQuest’s latest haul reflects a broader trend of big bets on tech that can safeguard the digital world. As the company eyes international markets, its mission to “make security possible” is poised to go global.

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Business Tip of the Day

Stop Selling AI—Start Selling Results: The New Business Trend

If you’re in the AI business and still leading with “We use cutting-edge artificial intelligence” as your pitch, it’s time to rethink your strategy. A fresh trend bubbling up on X today reveals a powerful shift in how successful AI companies are positioning themselves in 2025. The tip? Don’t sell the tech—sell the transformation it delivers. Forget dazzling clients with algorithms and buzzwords; instead, show them how AI slashes their workload, fattens their bottom line, and makes chaos manageable. Here’s why this approach is the new gold standard and how you can ride the wave.

The Old Pitch Is Dead

For years, AI businesses have leaned hard into the hype: “Powered by AI,” “Machine learning at its finest,” “Next-gen intelligence.” It worked when AI was a shiny novelty, but today, it’s everywhere. From startups to tech giants, the market is flooded with AI solutions, and customers are numb to the jargon. On X, industry voices are calling it out—selling AI as a standalone feature is like trying to hawk a shovel in a hardware store full of them. Everyone’s got one. What sets you apart isn’t the tool; it’s what the tool does.

Think about it this way: nobody buys a shovel because it’s a shovel. They buy it to dig a hole—or better yet, to strike gold. The trending tip on X flips the script: stop marketing your AI as a fancy gadget and start framing it as a gold-mining machine. Clients don’t care about your neural networks; they care about saving time, making money, and dodging headaches. That’s the shift—sell the outcome, not the tech.

Why It Works

This isn’t just a catchy sales trick—it’s psychology. Businesses and consumers alike are drowning in complexity. Cyber threats are spiking, supply chains are tangled, and data is piling up faster than anyone can process. AI’s real magic isn’t in its code; it’s in its ability to cut through the noise. A post making rounds on X today put it bluntly: “Clients want less friction, more profit. Show them how AI delivers that, and you’ve got their attention.”

Take cybersecurity as an example. ReliaQuest, which just snagged $500 million in funding, isn’t pitching “AI-powered threat detection.” They’re selling a platform that catches attacks in real time and frees up security teams to breathe—a lifeline for overstretched enterprises. Or look at H&M’s controversial AI model clones. The backlash is loud, but their pitch isn’t about the tech—it’s about slashing production costs and speeding up campaigns. Love it or hate it, they’re selling the result.

How to Make the Shift

Ready to ditch the old playbook? Here’s how to reposition your AI business around outcomes, straight from the X chatter:

1. Know Your Audience’s Pain

2. What keeps your clients up at night? Is it wasted hours on manual tasks? Revenue lost to inefficiencies? Pinpoint the problem, then show how your AI fixes it. For instance, if you’re targeting e-commerce, don’t say “Our AI predicts trends”—say “Our AI boosts your sales by 20% with zero guesswork.”

3. Quantify the Win

4. Numbers hit harder than hype. Replace “AI-driven insights” with “Cut decision time by 30%” or “Save $100K on staffing costs.” Concrete benefits stick; vague promises fade.

5. Tell a Story

6. Paint a before-and-after picture. “Before our AI, they slogged through spreadsheets for days. Now, they close deals in hours.” Stories sell because they make the value real.

7. Ditch the Tech-Speak

8. Unless your audience is a room full of data scientists, skip the “deep learning” and “natural language processing” flex. Focus on what it delivers: “Get answers instantly” beats “Leverages NLP” every time.

9. Test and Tweak

10. X users are buzzing about rapid iteration—try different outcome-focused pitches and see what lands. A/B test your messaging: “Save time” vs. “Grow revenue.” Data will show you the winner.

The Bigger Picture

This trend isn’t just a fleeting tip—it’s a sign of where AI business is headed. As the technology matures, differentiation is everything. The companies thriving in 2025 won’t be the ones with the fanciest algorithms; they’ll be the ones proving their AI makes life better, faster, and richer for their clients. It’s a mindset shift from “Look at our tech” to “Look at your results.”

The consensus is clear: the market’s too crowded for generic AI pitches. Stand out by showing what’s in it for them. So, next time you’re crafting a pitch, skip the shovel spiel. Sell the gold—and watch your business strike it rich.

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Cheers,

Darius @ SumoGrowth