Founder and CEO of Royalle Modelling, GEORGE BASTOLI, discusses how Artificial Intelligence is transforming creative industries, from fashion to digital marketing and the modelling world
How is AI currently impacting the modelling world and what changes have you noticed in recent years?
The main change we’ve witnessed is from early adaptors that are using A.I to create their marketing campaign visuals. AI generated videos, images and even AI created people are becoming more common which is a combination of scary and exciting. As a result we’ve seen a change in the jobs available, the budgets and also the birth of new threats that have been introduced. Specifically, using a person’s likeness in advertising without their consent!
Some people worry that AI-generated models could replace human talent altogether. Do you see AI as a threat to human creativity and opportunity, or more as a tool that can complement it?
Good question. Whilst AI is extremely powerful at delivering on-set objectives, magic comes from the creative energy that you can only get when people are working with love and passion. We’ve had so many shoots that have started out with one plan in mind and have evolved to become something so much more than we expected because the unison between model and photographer creates a one-of-a-kind artwork.
AI is already being used in casting decisions, trend forecasting and even virtual try-ons for consumers. How do you think these technologies are reshaping the way brands select and work with models today?
I do and I see these as a positive. Today’s consumer has a wealth of options on what to buy and from where. Brands are evolving to make the online buying experience more personalised and AI is leading that space with astronomical influence. Brands certainly need to be mindful of costs and Artificial Intelligence is really effective at bringing these costs down. Whilst this impacts some of the jobs that models are currently doing, it also adds weight to the areas that humans do so much better.
Some models and creatives are feeling anxious about the rise of AI, worried it could reduce opportunities in the industry.
What would you say to reassure emerging talent who are concerned about staying relevant in this new digital era?
I’ve always been an advocate of authenticity and have literally built our agency around this. We are all born unique and have a one-of-a-kind fingerprint. Trying to be someone else is the easiest way to chase an idea and lose sight of what makes you truly valuable and unique. Your imperfections are what makes you perfect and sharing your personality, style and unique attributes will ensure you’re always you, and you’re always relevant.
AI can now generate flawless images that often defy reality. Do you think this is reshaping beauty standards and how can the modelling industry ensure that authenticity and body diversity remain at the forefront?
When I started Royalle back in 2005 the industry had a similar challenge. Fashion editorial models were the most dominant look that all brands worked with. We came into the market representing REAL people and this was disruptive to the industry back then. What we believed in then, is the same thing we believe in now. Authenticity is more powerful than augmentation. Whilst the perfect images tick all the logical boxes, they can’t replace the emotion you feel when you see someone embracing who they are and sharing it honestly and comfortably with the world
As agencies and brands start integrating AI tools into their workflow, from campaign planning to influencer analytics, how is Royalle using or approaching AI to stay ahead while still keeping a human touch?
I personally come from a tech background having worked in telecommunications for almost a decade. I love technology and I genuinely get excited about the technological developments we’re making as a species. AI has been something I’ve been using for a long time, but more specifically with planning, coordination and understanding digital behaviours. It’s important to understand that the digital world is not the physical world and understanding the difference between the two is the most important thing we should focus on right now as it’s easy for them to blur into one.
Do you think AI will change the type of skills or qualities models and influencers need to succeed?
I remember when the influencer era started and before then, a model was judged solely on their ability to model in photo shoots or on film. What the influencer era created was a need for social proof which is still a key metrics that brands use till this day. There was a transition period back then as well, with influencers taking many ‘modelling’ jobs and the industry feeling a big disruption. Much the same, I think AI will certainly impact the skill set that models will need to possess, but in less of a ‘do or die’ sense, but more of an ‘upskill for better outcomes’ sort of way.
Can audiences and consumers tell the difference between AI-generated content and real human creativity? And do you think they care?
Right now, I believe we can tell the difference but honestly, it’s very hard to say what this will be like in the next year, month or even week because on one side you have AI striving to become more human, and on the other; you have humans feeling the need to compete with robots. In certain settings I definitely think people care about how things that influence them were created, but it really is subjective to each situation.
With so many digital tools available, from AI editing to virtual reality experiences, how do you personally keep creativity feeling fresh and authentic in your work at Royalle?
Passion is one of the most valuable attributes a model can have, in my opinion, and keeping my team positive and passionate is a very big part of ensuring Royalle is always fresh and authentic. We create a bridge between models and photographers to offer a safe space to try things out and as a result we’re always blessed with such amazing and honest content that is produced from authenticity, love and passion. This is something that can’t be created artificially
If you could give one piece of advice to models and creatives about embracing AI while protecting their individuality, what would it be?
Easy. It would be to listen to your heart. In a world of information overload, combined with the undeniable pressure to ‘fit in’, it’s easy to lose yourself and miss your value. Focus on what you love. On what you’re passionate about. Create from a place of authenticity, not strategy. At the same time, embrace the new AI tools that are available to you and see how they work. Fear comes from a lack of understanding. Once you know your value, and you know your tools, what is there to fear?
Photographed by Tony Palliser
