London-based model Alexsandrah Gondora understands the power of being in "two places at the same time" thanks to an AI replica of herself: "She's doing the hard work so I don't have to!"

Fashion designers and retailers can book her digital double for photo shoots without her having to travel or physically be there, Gondora told AFP.

It is a solution that "saves time", said the model, who is also walking down in-person runways at London Fashion Week, which runs until Monday evening.

In the fashion industry, artificial intelligence is already used by brands to create visual imagery for e-commerce websites and customised advertising campaigns at a lower cost.

While the technology opens up opportunities for some, critics fear AI will render many professionals, including models, make-up artists and photographers obsolete -- and could risk promoting an artificial standard of beauty.

In one video, sculpted male models flex their muscles next to glamorous women, with a backdrop of marble pools and gilded mirrors.

But none of it is real: this Christmas campaign was entirely generated........

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