{"id":180,"date":"2025-12-22T17:20:59","date_gmt":"2025-12-22T17:20:59","guid":{"rendered":"http:\/\/demo.themegrill.com\/colormag-pro\/?p=180"},"modified":"2025-12-22T19:47:00","modified_gmt":"2025-12-22T19:47:00","slug":"supermodelky-a-etika-umelej-inteligencie-v-modnej-reklame","status":"publish","type":"post","link":"http:\/\/www.hayenne.com\/sk\/supermodelky-a-etika-umelej-inteligencie-v-modnej-reklame\/","title":{"rendered":"Supermodelky a etika umelej inteligencie v m\u00f3dnej reklame"},"content":{"rendered":"

M\u00f3da bola v\u017edy o nie\u010dom viac ako len o oble\u010den\u00ed. Je to o tv\u00e1rach, tel\u00e1ch, pr\u00e1ci a t\u00fa\u017ebach. Teraz, ke\u010f umel\u00e1 inteligencia za\u010d\u00edna vytv\u00e1ra\u0165 modelky, ktor\u00e9 nikdy ne\u017eili, nikdy nezostarli a nikdy sa nes\u0165a\u017eovali, sa tento priemysel ocitol pred nepr\u00edjemnou ot\u00e1zkou. \u010co sa stane so \u017eenami, ke\u010f obraz nahrad\u00ed \u010dloveka?<\/p>\n

Dokonal\u00e1 tv\u00e1r bez minulosti<\/strong>
Na za\u010diatku tohto desa\u0165ro\u010dia jedna ve\u013ek\u00e1 m\u00f3dna zna\u010dka vydala leskl\u00fa reklamn\u00fa kampa\u0148, v ktorej vystupovala p\u00f4sobiv\u00e1 mlad\u00e1 \u017eena. Jej ple\u0165 bola bezchybn\u00e1, dr\u017eanie tela sebavedom\u00e9, poh\u013ead magnetick\u00fd. Vyzerala ako bud\u00facnos\u0165 m\u00f3dy. Ch\u00fdbal len jeden detail. Neexistovala: \u017eiadny casting, \u017eiadny fotograf, \u017eiadny t\u00edm kadern\u00edkov a viz\u00e1\u017eistov, \u017eiadna modelka. Pre marketingov\u00fdch mana\u017e\u00e9rov to bola inov\u00e1cia.<\/p>\n

Pre mnoh\u00e9 \u017eeny pracuj\u00face v m\u00f3dnom priemysle to bolo sk\u00f4r ako zmiznutie. Naomi Campbellov\u00e1<\/strong> raz poznamenal: \u201cPracoval som pr\u00edli\u0161 tvrdo na to, aby ma nahradila il\u00fazia.<\/em>\u201dV tom \u010dase nemala na mysli umel\u00fa inteligenciu, ale jej slov\u00e1 teraz rezonuj\u00fa v odvetv\u00ed, ktor\u00e9 ticho experimentuje s modelmi vytvoren\u00fdmi pomocou umelej inteligencie a \u00faplne syntetick\u00fdmi reklamn\u00fdmi kampa\u0148ami. U\u017e to nie je okrajov\u00fd trend. Od r\u00fdchlej m\u00f3dy po luxusn\u00e9 zna\u010dky, zna\u010dky sk\u00famaj\u00fa digit\u00e1lne tv\u00e1re, ktor\u00e9 s\u013eubuj\u00fa efekt\u00edvnos\u0165, kontrolu a nekone\u010dn\u00fa dokonalos\u0165. Etick\u00e9 n\u00e1klady tohto s\u013eubu sa za\u010d\u00ednaj\u00fa len teraz prejavova\u0165.<\/p>\n

Od supermodeliek po syntetick\u00e9 ikony<\/strong>
M\u00f3dne obrazy boli v\u017edy formovan\u00e9 technol\u00f3giou. Fotografia zmenila ilustr\u00e1ciu. Digit\u00e1lne retu\u0161ovanie premenilo \u0161tandardy kr\u00e1sy. Soci\u00e1lne m\u00e9di\u00e1 premenili modelky na zna\u010dky. Umel\u00e1 inteligencia v\u0161ak ide e\u0161te \u010falej. \u00daplne odstra\u0148uje \u013eudsk\u00fd subjekt. Levi's sa dostal do titulkov, ke\u010f ozn\u00e1mil pl\u00e1ny otestova\u0165 modely generovan\u00e9 umelou inteligenciou s cie\u013eom zv\u00fd\u0161i\u0165 diverzitu vo svojom marketingu. Z\u00e1mer bol prezentovan\u00fd ako progres\u00edvny. Reakcia bola skeptick\u00e1. Modelky a aktivisti sa p\u00fdtali, pre\u010do sa uprednost\u0148uje simulovan\u00e1 diverzita pred zamestn\u00e1van\u00edm skuto\u010dn\u00fdch \u013eud\u00ed z nedostato\u010dne zast\u00fapen\u00fdch komun\u00edt. Jameela Jamilov\u00e1<\/strong>, hlasn\u00e1 kriti\u010dka \u0161kodliv\u00fdch \u0161tandardov kr\u00e1sy, zhrnula tento nepokoj slovami: \u201c\u017deny u\u017e teraz s\u00fa\u0165a\u017eia s filtrami. Teraz s\u00fa\u0165a\u017e\u00edme s nie\u010d\u00edm, \u010do nikdy nemalo telo ani zl\u00fd de\u0148.\u201d Modely umelej inteligencie nestarn\u00fa. Neprib\u00fadaj\u00fa na v\u00e1he. Neotehotnej\u00fa ani sa nezrania. Nevyjedn\u00e1vaj\u00fa zmluvy ani ne\u017eiadaj\u00fa bezpe\u010dnej\u0161ie pracovn\u00e9 podmienky. V odvetv\u00ed, ktor\u00e9 sa dlho spoliehalo na mlad\u00fa \u017eensk\u00fa pracovn\u00fa silu, je toto ml\u010danie komer\u010dne atrakt\u00edvne a eticky znepokojuj\u00face.

Nevidite\u013en\u00e1 pr\u00e1ca za obrazom<\/strong>
M\u00f3dne modelky generovan\u00e9 umelou inteligenciou nevznikaj\u00fa z ni\u010doho. S\u00fa tr\u00e9novan\u00e9 na obrovsk\u00fdch d\u00e1tov\u00fdch s\u00faboroch zlo\u017een\u00fdch z re\u00e1lnych obr\u00e1zkov. Na t\u00fdchto obr\u00e1zkoch prevl\u00e1daj\u00fa \u017eeny. Mnoh\u00e9 z nich patria profesion\u00e1lnym modelk\u00e1m, ktor\u00fdch pr\u00e1ca teraz \u017eiv\u00ed syst\u00e9my, ktor\u00e9 ich jedn\u00e9ho d\u0148a m\u00f4\u017eu nahradi\u0165. To vyvol\u00e1va z\u00e1kladn\u00fa ot\u00e1zku spravodlivosti. Ak je umel\u00e1 modelka vytvoren\u00e1 pomocou tv\u00e1r\u00ed a tiel skuto\u010dn\u00fdch \u017eien, kde kon\u010d\u00ed autorstvo a kde za\u010d\u00edna prisvojenie? Filozof John Rawls<\/strong> tvrdil, \u017ee spravodliv\u00fd syst\u00e9m rozde\u013euje v\u00fdhody a bremen\u00e1 spravodlivo. V s\u00fa\u010dasnej m\u00f3dnej ekonomike umelej inteligencie pr\u00ednosy plyn\u00fa zna\u010dk\u00e1m a technologick\u00fdm firm\u00e1m. Bremeno nes\u00fa modelky, ktor\u00fdch podobnos\u0165, \u0161t\u00fdl a fyzick\u00e9 vlastnosti sa st\u00e1vaj\u00fa surovinou. Karen Elsonov\u00e1<\/strong> raz povedal: \u201cNa\u0161e tel\u00e1 s\u00fa na\u0161e remeslo.<\/em>\u201dKe\u010f je toto remeslo bez s\u00fahlasu alebo odmeny za\u010dlenen\u00e9 do algoritmu, prest\u00e1va by\u0165 in\u0161pir\u00e1ciou a za\u010d\u00edna vyzera\u0165 ako vykoris\u0165ovanie.

\u0160tandardy kr\u00e1sy, automatizovan\u00e9<\/strong>
M\u00f3da nikdy nebola neutr\u00e1lna vo\u010di kr\u00e1se. Umel\u00e1 inteligencia neodstra\u0148uje predsudky zo syst\u00e9mu. Automatizuje ich. V\u00e4\u010d\u0161ina modelov generovan\u00fdch umelou inteligenciou m\u00e1 podobn\u00fd vzh\u013ead. Mladistv\u00fd. \u0160t\u00edhly. Symetrick\u00fd. \u010casto rasovo nejednozna\u010dn\u00fd, ale bezpe\u010dne v r\u00e1mci konven\u010dn\u00fdch ide\u00e1lov. Nie s\u00fa to n\u00e1hodn\u00e9 v\u00fdsledky. Odr\u00e1\u017eaj\u00fa pou\u017eit\u00e9 \u00fadaje a \u013eud\u00ed, ktor\u00ed rozhoduj\u00fa o tom, \u010do sa pred\u00e1va. Adwoa Aboah<\/strong>, modelka a zakladate\u013eka Gurls Talk, opakovane hovorila o tlaku dokonalosti. \u201cReprezent\u00e1cia nie je o tom, aby ste boli bezchybn\u00ed<\/em>,\u201d povedala. \u201cIde o to, aby ste mohli existova\u0165 tak\u00ed, ak\u00ed ste.<\/em>\u201d. Model umelej inteligencie je v\u017edy bezchybn\u00fd. T\u00e1to bezchybnos\u0165 sa m\u00f4\u017ee sta\u0165 nov\u00fdm \u0161tandardom. Ke\u010f sa dokonalos\u0165 vyr\u00e1ba vo ve\u013ekom meradle, skuto\u010dn\u00e9 tel\u00e1 v porovnan\u00ed s \u0148ou nevyhnutne vyzeraj\u00fa ako chyby.<\/p>\n

Za\u010dlenenie alebo il\u00fazia<\/strong>
Pr\u00edvr\u017eenci m\u00f3dnych obr\u00e1zkov generovan\u00fdch umelou inteligenciou \u010dasto argumentuj\u00fa, \u017ee m\u00f4\u017eu by\u0165 hnacou silou inkluz\u00edvnosti. Algoritmy dok\u00e1\u017eu vytvori\u0165 modely s r\u00f4znymi tvarmi tela, odtie\u0148mi pleti a schopnos\u0165ami bez obmedzen\u00ed tradi\u010dn\u00e9ho castingu. Kritici na to reaguj\u00fa, \u017ee simulovan\u00e1 inkluz\u00edvnos\u0165 nie je to ist\u00e9 ako soci\u00e1lna zmena. Hannah Arendt varovala pred syst\u00e9mami, ktor\u00e9 vytv\u00e1raj\u00fa dojem pokroku, pri\u010dom sa vyh\u00fdbaj\u00fa zodpovednosti. Umel\u00fd model plus size ne\u010del\u00ed diskrimin\u00e1cii. Umel\u00fd \u010dierny model sa nestret\u00e1va s rasizmom. Nepotrebuj\u00fa ochranu, preto\u017ee im nemo\u017eno ubl\u00ed\u017ei\u0165. Paloma Elsesserov\u00e1<\/strong> bol v tomto rozl\u00ed\u0161en\u00ed jasn\u00fd. \u201cVidite\u013enos\u0165 bez pr\u00edle\u017eitost\u00ed nie je posil\u0148ovan\u00edm,<\/em>\u201d povedala. Ak zna\u010dky nahradia skuto\u010dn\u00e9 \u017eeny syntetick\u00fdmi, diverzita sa stane sk\u00f4r vizu\u00e1lnym efektom ako ekonomickou realitou.<\/p>\n

N\u00e1klady na efekt\u00edvnos\u0165<\/strong>
Z obchodn\u00e9ho h\u013eadiska je pr\u00ed\u0165a\u017elivos\u0165 modelov umelej inteligencie zrejm\u00e1. Zni\u017euj\u00fa n\u00e1klady. Zr\u00fdch\u013euj\u00fa v\u00fdrobu. Eliminuj\u00fa nepredv\u00eddate\u013enos\u0165. M\u00f3da je v\u0161ak aj v\u00fdznamn\u00fdm zamestn\u00e1vate\u013eom \u017eien, najm\u00e4 mlad\u00fdch \u017eien a \u017eien z marginalizovan\u00fdch prostred\u00ed. Modeling \u010dasto poskytoval pr\u00edstup k pr\u00edjmu, cestovaniu a vplyvu \u013eu\u010fom, ktor\u00ed boli vyl\u00fa\u010den\u00ed z in\u00fdch odvetv\u00ed.
Nahradenie \u013eudsk\u00fdch modelov umel\u00fdmi nie je len kreat\u00edvnym rozhodnut\u00edm. Je to rozhodnutie t\u00fdkaj\u00face sa pr\u00e1ce. Karl Marx<\/strong> varoval, \u017ee ke\u010f sa pr\u00e1ca stane abstraktnou, pracovn\u00edk sa stane nevidite\u013en\u00fdm. V m\u00f3dnej reklame m\u00f4\u017ee pracovn\u00edk teraz \u00faplne zmizn\u00fa\u0165 a nahradi\u0165 ho obraz, ktor\u00fd vyzer\u00e1 ako \u010dlovek, ale nem\u00e1 \u017eiadne pr\u00e1va.<\/p>\n

\u010co \u017eeny v m\u00f3dnom priemysle skuto\u010dne hovoria<\/strong>
Je d\u00f4le\u017eit\u00e9 poznamena\u0165, \u017ee v\u00e4\u010d\u0161ina modeliek technol\u00f3giu \u00faplne neodmieta. Mnoh\u00e9 z nich po\u017eaduj\u00fa pravidl\u00e1, transparentnos\u0165 a s\u00fahlas.
Arizona Muse<\/strong>, dnes aktivista v oblasti \u017eivotn\u00e9ho prostredia, tvrd\u00ed, \u017ee inov\u00e1cie musia zosta\u0165 zodpovedn\u00e9. \u201cM\u00f3da m\u00f4\u017ee vies\u0165 k zmene,<\/em>\u201dPovedala: \u201cale nezab\u00fadaj\u00fac na \u013eud\u00ed, ktor\u00ed ho postavili<\/em>\u201dNiektor\u00e9 modelky sk\u00famaj\u00fa digit\u00e1lne dvoj\u010dat\u00e1, licencovan\u00e9 virtu\u00e1lne verzie seba sam\u00fdch, vytvoren\u00e9 so s\u00fahlasom a na z\u00e1klade zml\u00fav. Tento pr\u00edstup umo\u017e\u0148uje \u017een\u00e1m zachova\u0165 si kontrolu nad svoj\u00edm obrazom a z\u00e1rove\u0148 sa podie\u013ea\u0165 na nov\u00fdch technol\u00f3gi\u00e1ch. Odr\u00e1\u017ea to etick\u00fd princ\u00edp formulovan\u00fd Kantom, ktor\u00fd trval na tom, \u017ee \u013eudia by nikdy nemali by\u0165 pova\u017eovan\u00ed iba za prostriedok. Konsenzu\u00e1lna digit\u00e1lna replika je spolupr\u00e1cou. Syntetick\u00e9 telo vytvoren\u00e9 na z\u00e1klade skop\u00edrovan\u00fdch obr\u00e1zkov je komodifik\u00e1ciou.<\/p>\n

Psychologick\u00fd vplyv na publikum<\/strong>
Etick\u00e1 debata sa nekon\u010d\u00ed pri pr\u00e1ci. Roz\u0161iruje sa aj na \u013eud\u00ed, ktor\u00ed konzumuj\u00fa m\u00f3dne obr\u00e1zky. Po desa\u0165ro\u010dia sa \u017een\u00e1m vtl\u00e1\u010dalo do hlavy, \u017ee kr\u00e1sa je nie\u010do, \u010do treba dosiahnu\u0165. Modely generovan\u00e9 umelou inteligenciou zvy\u0161uj\u00fa latku t\u00fdm, \u017ee prezentuj\u00fa tel\u00e1, ktor\u00e9 s\u00fa doslova nedosiahnute\u013en\u00e9.
Cindy Crawfordov\u00e1<\/strong> sl\u00e1vne povedal: \u201cAni ja nevyzer\u00e1m ako Cindy Crawfordov\u00e1.<\/em>\u201d. V \u00e9re umel\u00fdch modelov to nikto nikdy neurob\u00ed. Pre mlad\u00e9 \u017eeny, ktor\u00e9 prech\u00e1dzaj\u00fa kampane a soci\u00e1lne siete, je hranica medzi skuto\u010dn\u00fdm a umel\u00fdm \u010dasto nevidite\u013en\u00e1. Porovnanie je nevyhnutn\u00e9 a nemo\u017en\u00e9 vyhra\u0165. Jean Baudrillard<\/strong> nap\u00edsal o svete, v ktorom reprezent\u00e1cie nahr\u00e1dzaj\u00fa realitu. M\u00f3dna reklama sa teraz mo\u017eno dost\u00e1va do f\u00e1zy, v ktorej obraz u\u017e neodzrkad\u013euje \u010dloveka, ale ho nahr\u00e1dza.<\/p>\n

Transparentnos\u0165 ako etick\u00e9 minimum<\/strong>
Ak m\u00e1 umel\u00e1 inteligencia zosta\u0165 s\u00fa\u010das\u0165ou m\u00f3dnej reklamy, etick\u00e9 normy sa musia r\u00fdchlo vyv\u00edja\u0165. Mnoh\u00ed pozorovatelia z odvetvia sa zasadzuj\u00fa za z\u00e1kladn\u00e9 princ\u00edpy. Div\u00e1ci by mali by\u0165 informovan\u00ed, ke\u010f je obraz vytvoren\u00fd umelou inteligenciou. S\u00fahlas by mal by\u0165 povinn\u00fd, ke\u010f \u013eudsk\u00e1 podoba sl\u00fa\u017ei ako vzor pre umel\u00e9 modely. \u013dudsk\u00e1 pr\u00e1ca by mala ma\u0165 prednos\u0165, nemala by by\u0165 potichu nahraden\u00e1. Ekonomick\u00e1 hodnota by mala by\u0165 zdie\u013ean\u00e1 s \u013eu\u010fmi, ktor\u00fdch pr\u00e1ca tieto syst\u00e9my tr\u00e9nuje. Etika, ako filozof Paul Ricoeur<\/strong> nap\u00edsal, je o tom, ako dobre \u017ei\u0165 s ostatn\u00fdmi a pre ostatn\u00fdch v r\u00e1mci spravodliv\u00fdch in\u0161tit\u00faci\u00ed. M\u00f3da nebude posudzovan\u00e1 pod\u013ea toho, ako realisticky vyzeraj\u00fa jej umel\u00e9 modely, ale pod\u013ea toho, ako zodpovedne sa pou\u017e\u00edvaj\u00fa.<\/p>\n

Kto bude vidite\u013en\u00fd v bud\u00facnosti m\u00f3dy<\/strong>
M\u00f3da v\u017edy formovala predstavy o hodnote, \u017eiaducnosti a pr\u00edslu\u0161nosti. Umel\u00e1 inteligencia teraz zohr\u00e1va \u00falohu pri rozhodovan\u00ed o tom, ktor\u00e9 tel\u00e1 s\u00fa vidite\u013en\u00e9 a ktor\u00e9 s\u00fa volite\u013en\u00e9. Ot\u00e1zkou nie je, \u010di s\u00fa modely umelej inteligencie p\u00f4sobiv\u00e9. S\u00fa. Ot\u00e1zkou je, \u010di odvetvie postaven\u00e9 na kreativite, pr\u00edtomnosti a pr\u00e1ci \u017eien m\u00f4\u017ee ospravedlni\u0165 ich nahradenie dokonal\u00fdmi simul\u00e1ciami. Naomi Campbell raz povedala: \u201cRozmanitos\u0165 nie je moment. Je to hnutie.\u201d Hnutie, \u010do je d\u00f4le\u017eit\u00e9, potrebuje \u013eud\u00ed. Ako m\u00f3da vstupuje do \u00e9ry umel\u00fdch obrazov, stoj\u00ed pred vo\u013ebou. Umel\u00e1 inteligencia m\u00f4\u017ee zosilni\u0165 hlasy \u017eien, chr\u00e1ni\u0165 ich pr\u00e1va a roz\u0161\u00edri\u0165 ich zast\u00fapenie. Alebo ich m\u00f4\u017ee ticho vymaza\u0165 za bezchybn\u00fdmi tv\u00e1rami, ktor\u00e9 nikdy nehovoria. Bud\u00facnos\u0165 m\u00f3dnej reklamy nebude definovan\u00e1 len technol\u00f3giou, ale t\u00fdm, \u010diu \u013eudskos\u0165 sa rozhodne zachova\u0165.<\/p>\n\n\n

<\/p>","protected":false},"excerpt":{"rendered":"

M\u00f3da bola v\u017edy o nie\u010dom viac ako len o oble\u010den\u00ed. Je to o tv\u00e1rach, tel\u00e1ch, pr\u00e1ci a t\u00fa\u017ebach. Teraz, ke\u010f umel\u00e1 inteligencia za\u010d\u00edna vytv\u00e1ra\u0165 modelky, ktor\u00e9 nikdy ne\u017eili, nikdy nezostarli a nikdy sa nes\u0165a\u017eovali, sa tento priemysel ocitol pred nepr\u00edjemnou ot\u00e1zkou. \u010co sa stane so \u017eenami, ke\u010f obraz nahrad\u00ed \u010dloveka?<\/p>","protected":false},"author":1,"featured_media":869,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"colormag_page_container_layout":"default_layout","colormag_page_sidebar_layout":"default_layout","footnotes":""},"categories":[39],"tags":[112],"class_list":["post-180","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-deep-perspectives-that-challenge-and-inspire","tag-ethics-in-ai"],"yoast_head":"\nSupermodels and the Ethics of AI in Fashion Advertising - Hayenne | Modern Lifestyle & Culture<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/www.hayenne.com\/sk\/supermodelky-a-etika-umelej-inteligencie-v-modnej-reklame\/\" \/>\n<meta property=\"og:locale\" content=\"sk_SK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Supermodels and the Ethics of AI in Fashion Advertising - Hayenne | Modern Lifestyle & Culture\" \/>\n<meta property=\"og:description\" content=\"Fashion has always been about more than clothes. It is about faces, bodies, labour and desire. Now, as artificial intelligence begins to generate models who never lived, never aged and never complained, the industry finds itself confronting an uncomfortable question. 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