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Photo Credit: Tony Palliser
Artificial intelligence has reshaped nearly every modern creative industry, and fashion is no exception. From hyper-realistic digital models to predictive analytics that guide brand strategy, AI is transforming how campaigns are created, how talent is selected, and how consumers engage with fashion. What was once the domain of photographers, stylists, and human models is now being shared with algorithms capable of producing flawless images, generating virtual brand ambassadors, and forecasting trends with astonishing precision.
These rapid developments have sparked equal measures of excitement and concern across the modelling world. For some, AI represents a revolutionary tool that can elevate creativity, streamline production, and expand opportunities. For others, it raises questions around authenticity, career security, and the value of human artistry in an increasingly digital landscape.
To unpack the real impact of AI—not the hype nor the fear—we spoke with someone who understands both worlds deeply: George Bastoli, Founder & CEO of Royalle Modelling. Since launching Royalle in 2005, George has championed authenticity, diversity, and the celebration of real, relatable beauty. His agency was one of the first in Australia to challenge the industry’s narrow standards by elevating models with unique looks, personalities, and stories.
With a professional background in technology and nearly two decades of experience leading one of the country’s most respected modelling agencies, George offers a grounded and forward-thinking perspective on how AI is reshaping the modelling ecosystem. In our conversation, he discusses everything from AI-generated campaign visuals to shifting job markets, ethical concerns around identity, the evolution of beauty standards, and the future skills models will need to thrive.
Most importantly, he shares a reassuring message for emerging creatives: while AI may be powerful, it can never replace the passion, energy, and authenticity that human models bring to the lens.
In this exclusive interview, George breaks down the realities behind the rise of AI in fashion—and explains why individuality remains the most valuable asset a model can have in a digital age.
Artificial intelligence is rapidly transforming creative industries — from fashion design to digital marketing. From your perspective, how is AI currently impacting the modelling world, and what changes have you noticed most in recent years?
The main change we’ve witnessed is among early adopters who are using AI to create visuals for their marketing campaigns. AI-generated videos, images, and even AI-created people are becoming more common, which is both scary and exciting.
As a result, we’ve seen changes in the jobs available and the budgets, as well as the emergence of new threats. Specifically using a person’s likeness in advertising without their consent!
Some people worry that AI-generated models could replace human talent altogether. As someone who works closely with real models and influencers, 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 started with one plan in mind and evolved into 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 for what to buy and where to buy it. Brands are evolving to make the online buying experience more personalised, and AI is leading the way with significant influence. Brands certainly need to be mindful of costs, and AI 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, each with 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 make 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 dominant look for all brands. We entered the market representing REAL people, which was disruptive to the industry at the time. 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, especially for planning, coordination, and understanding digital behaviours. I think 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.
Looking ahead, do you think AI will change the type of skills or qualities that models and influencers need to succeed? What should the next generation of talent be focusing on to thrive in this new landscape?
I remember when the influencer era started, and before then, a model was judged solely on their ability to model in photoshoots or on film. The influencer era created a need for social proof, which remains a key metric brands use to this day. There was a transition period back then as well, with influencers taking many ‘modelling’ jobs and the industry experiencing significant disruption. Much the same, I think that AI will certainly impact the skill set that models will need to possess, but in less of a ‘do or die’ sense, and more of an ‘upskill for better outcomes’ sort of way.
Do you think audiences and consumers can 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?
Great question. Passion is one of the most valuable attributes a model can have, in my opinion, and keeping my team positive and passionate is a key part of ensuring Royalle remains 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 amazing, honest content produced with 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 your tools, what is there to fear?
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