Keeping models front and centre in the new generation of AI production

Winners from AI fashion week 2023: designs by (left to right) Paatiff, Matilde Mariano and OPE Photograph: AIFW

It’s important for models and actors to stay vigilant and understand exactly what they are giving permission for, as AI-generated content that is poor quality, misleading or used without proper control could affect your professional reputation and future career.

Be particularly careful if a contract asks for permission to:

• Scan your face or body

• Create a digital version, avatar or "digital twin" of you

• Clone or reproduce your voice

• Alter, generate or recreate your appearance or performance

• Use your images, footage or recordings for AI or machine-learning purposes

• Train an AI system using content featuring you

• Reuse your likeness in future or unspecified content

• Transfer or sublicense your data or likeness to another company

• Use the content indefinitely, worldwide or "in perpetuity"

Make it stand out

Whatever it is, the way you tell your story online can make all the difference.

These terms may be hidden in a clause within a longer release form, booking agreement, casting platform or app terms and conditions.

Do not assume that an AI clause is standard simply because it appears in a contract.

- Do not sign an agreement containing AI, synthetic-content, digital-replica, scanning, voice-cloning or machine-learning wording without understanding exactly what it permits.

- Do not upload detailed images, body scans, voice recordings or movement footage to an unfamiliar platform without checking how the material will be stored and used.

- Do not agree to vague wording such as “all media now known or later developed”, “any purpose”, “in perpetuity” or “irrevocable rights” without taking advice.