A New Era in Beauty Pageants or a Threat to Authenticity?

The Miss England pageant has introduced an AI round, where contestants must create and promote their digital avatars to secure commercial contracts. The move has sparked controversy, with some models expressing concerns about the potential risks and implications of using AI-generated images.

Jessica Pliskin, a 23-year-old physics graduate and Miss England semi-finalist, believes that the AI round will help her progress in the industry. She worked with AI company MirrorMe to create a digital avatar, which will be pitched to brands and agencies. Pliskin will receive business training on how to market her digital double and will earn 10% of any contracts secured. “The modelling industry is going to change, but I think that this is something that will help me,” she said. “It will help me adapt to the industry, rather than trying to avoid it and then get lost.”

However, not all models share Pliskin’s optimism. Harriet Webster, a model and press officer for Mentor Model Agency in Sheffield, expressed concern that the use of AI-generated images erases the real person. “These clones take away a model’s personality – I think there’s something quite scary about it,” she said. “Instead of it [modelling] being an inclusive thing, it erases real people.” Webster also worried that the use of AI-generated images could lead to a decrease in demand for real models. “If people are making models through AI, why would they pay real people for work?” she asked.

The AI round has also raised questions about the potential impact on the modelling industry. Trade union Equity has called for an artist-centred approach to AI, which safeguards the rights of models, including intellectual property and copyright. The union also emphasized the importance of consent, transparency, and fair remuneration for models whose images are being used. “Consent, transparency and fair remuneration for the artists whose image or performance is being used must be at the heart of the approach to AI,” said a spokesperson for Equity.

John Allard, the owner of AI company MirrorMe, defended the use of AI in the Miss England pageant, saying that it allows models to have a “side income alongside the real photography and real video work that they have.” Allard claimed that the AI round is designed to be a win-win for both models and the industry. “This gives them an opportunity to spread their wings, not be exploited, control things and work in partnership – nothing gets out there unless they’re happy with the use of their image,” he said.

However, some industry experts have expressed concerns that the use of AI-generated images could lead to a decrease in demand for real models. “It is hard to see how using this technology will not have a significant detriment to other fashion creatives and industry workers, from make-up and hair, to rigging and lights,” said Philippa Childs, head of the media and entertainment trade union Bectu.

The semi-finalists will hold a contract with both MirrorMe and Miss England for a year, with the remainder of any earnings from booking contracts going to the two companies. After the year ends, the contestant can either keep working with MirrorMe or buy the full rights to their avatar account. The models will also receive business training on how to market their digital double and will earn 10% of any contracts secured.

The introduction of the AI round has sparked a wider debate about the role of AI in the beauty industry. As the pageant progresses, it remains to be seen whether the use of AI-generated images will be seen as a progressive step forward or a threat to authenticity.