Menswear brand accused of using AI to change model's image

The topic is about AI.

It happened on Tuesday, June 30, 2026, at 5:01 pm.

In short, a model is unhappy with his picture.

A model named Elii Emeghebo is complaining about a company called Peter Jackson. They used AI to change his picture, and he thinks this is unfair because of his race.

Peter Jackson says they used AI to change the picture, but they did not mean to be racist.

What happens next is that the model will keep fighting for his rights.

In Australia, there are no specific laws to protect models from having their pictures changed with AI without permission.

Two years ago, Elii Emeghebo saw his picture in a store window, but it looked different.

The picture in the window looked like him, but with lighter skin and different facial features.

He called the picture his 'white twin'.

This is what Elii Emeghebo originally looked like.

Elii Emeghebo said his nose, skin, and eyes were changed to look more European.

He felt bad because he liked the original picture, but the changed one did not look like him.

Seeing the changed picture was very upsetting for him.

The changed picture was used on the company's website and social media too.

Elii Emeghebo thinks he should have been paid for the use of the changed picture because he only agreed to let them use his original pictures.

He is taking the company to court, saying they discriminated against him because of his race.

The company says they did not mean to discriminate and paid Elii Emeghebo for his work.

They said they used AI to make a new picture from the original one, but did not mean to change his race.

The company denies doing anything wrong because of Elii Emeghebo's race.

Elii Emeghebo is still fighting against the company.

A group helped Elii Emeghebo make his complaint.

The group's lawyer thinks it's hard to believe the company didn't change the picture on purpose.

The lawyer said people chose to use the changed picture, which removed Elii Emeghebo's identity.

Elii Emeghebo found the changed picture in a store.

The lawyer also thinks Elii Emeghebo should have been paid for the changed picture.

Elii Emeghebo wants the law to change so this doesn't happen to other models.

He wants to stop AI from being used in a way that hurts models like him.

There are no good laws to protect models from AI.

Other models have also had problems with AI changing their pictures.

A brand in New Zealand used AI to change models' pictures, and people were upset.

In New York, a model is suing a company for using AI to make fake pictures of her.

A lawyer thinks Australia should make a law to protect people's pictures from being used without permission.

Without this law, models have to use other laws to protect themselves.

These laws are not perfect for protecting models from AI.

The lawyer said models need to have a good reputation to use these laws.

It happened on Tuesday, June 30, 2026, at 5:01 pm.

It happened on Tuesday, June 30, 2026, at 5:14 pm.

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