H&M cuts all 3D software, uses internal AI to generate 321k contents
emmanuelvivier · x · 2026-08-21
H&M shared AI transformation stats at Fashion Tech Show Europe: 321,000 AI-generated contents, 450 designers trained, and a best-seller designed with AI. The most telling number, however, is zero—the amount of 3D software remaining on its product designers' workstations.
H&M's core strategy was “subtract before you add.” Facing a decade of unfulfilled promises for “digital twins” and “perfect interoperability,” the industry’s usual path of stacking integrations, 3D libraries, and constant change proved burdensome. It even led designers to avoid complex models because they were “too difficult to realize in 3D.” H&M chose to purge legacy tools and rely on internal AI tools for efficiency.
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