Wait… did H&M just fire every model they’ve ever worked with?

H&M Just Replaced Photographers with AI — Are Human Headshots Next?

By Annett Meyer, Headshot Photographer in Boca Raton
www.annettmeyer.photography

When H&M recently announced its move to incorporate AI-generated models into its upcoming campaigns, the internet barely blinked. But photographers and creatives around the world? We felt the ground shift.

What does it mean when a global fashion giant decides that real faces are optional?

The End of Authenticity?

At first glance, it sounds futuristic and efficient: photorealistic models generated by algorithms. No studio costs. No retouching fees. No hiring makeup artists or photographers. But here’s the real cost: human connection.

AI can mimic light, symmetry, and even emotion. But it cannot replicate the real presence of a person — the slight asymmetry of a smile, the nervous energy before the shutter clicks, the real story behind the eyes.

Are Corporate Headshots Next?

If H&M is replacing fashion models, how long before companies start thinking AI can replace you?

Imagine this: Your entire executive team’s "headshots" are AI composites. Perfect, generic, emotionless. They look good. But they feel off. Your brand feels hollow. Clients notice — maybe not consciously, but they feel the disconnect.

That’s the difference between a face and a person.

The Case for Real Humans

In a world leaning into artificial perfection, being real becomes the ultimate differentiator. Professional headshots are more than profile pictures. They’re trust-building assets. They say: "This is me. This is who you'll work with."

AI will never shake your client’s hand. AI will never build rapport over coffee. And AI will never walk into your office with lighting gear and a vision to make your team look like a million bucks.

I will.

Annett Meyer Photography – Boca Raton’s #1 Headshot Studio
Commercial Headshots with German Precision
www.annettmeyer.photography