Miss England is stirring controversy again, this time with the introduction of an AI round in its semi-finals. Contestants who enter must create AI-generated avatars of themselves and compete to secure commercial bookings for the digital doubles, with the most successful avatar advancing to the final. Only three of the 32 semi-finalists have opted to participate, reflecting mixed reactions within the modeling world.
One participant, Jessica Pliskin, a 23-year-old physics master’s graduate from the University of Bristol, believes the AI round will help her career. “The modeling industry is going to change, but I think this is something that will help me,” she said, describing the experience of recording videos to generate her avatar as “two months of hard graft.” Pliskin said she will receive 10% of earnings generated from bookings for her avatar and emphasized the opportunity to adapt to the digital future of modeling.
Despite Pliskin’s enthusiasm, other contestants have expressed skepticism. Harriet Webster, a model and press officer for Mentor Model Agency, criticized the technology, saying, “These clones take away a model’s personality. Instead of it being inclusive, it erases real people. Why would brands pay real models if AI avatars are easier?” Phoebe Michaelides, 27, also withdrew from the round, citing concerns about authenticity and the risks of deep-fakes. “At the heart of pageantry is authenticity. I want people to connect with me as I am,” she explained.
Miss England director Angie Beasley defended the new category, highlighting its focus on digital literacy and entrepreneurial skills. “It will continue the pageant’s progressive evolution, moving from general beauty standards to meaningful, empowering formats,” Beasley said. She compared the AI round to previous innovations, noting that unpopular categories, like swimwear, have been phased out to reflect modern values.
The AI avatars are created in partnership with MirrorMe, a company specializing in lifelike digital doubles. Owner John Allard said the technology combines science and art, crafting precise facial expressions, gestures, and voice tone. Contestants maintain a one-year contract with MirrorMe and Miss England, after which they can retain full rights to their avatars or continue the partnership. Allard emphasized that the system complies with GDPR and provides models a “side income alongside real photography and video work.”
Trade unions have weighed in on the implications of AI in modeling. Equity, representing models, called for an artist-centered approach that safeguards intellectual property and ensures fair compensation. Media and entertainment union Bectu warned that AI could negatively affect other industry professionals, including makeup artists, lighting technicians, and camera crews.
The Miss England AI round coincides with broader industry trends, including AI-generated models appearing in campaigns for brands such as Guess, as featured in the August print edition of US Vogue. Seraphinne Vallora, the company behind the advert, described the use of AI models as “innovation in action” and part of an inevitable technological evolution.
Contestants have until 3 October, the date of the semi-finals in Wolverhampton, to secure contracts for their avatars. For Pliskin, the challenge is an opportunity to embrace change. “It will help me adapt to the industry, rather than trying to avoid it and then get lost,” she said. Meanwhile, the debate over AI’s role in modeling continues, highlighting tensions between innovation, authenticity, and the livelihoods of creative professionals.
