Miss England adds AI avatar round though only 3 of 32 contestants participate

Miss England has introduced an AI round to its competition, where contestants create digital avatars of themselves to secure commercial bookings, with only three of 32 semi-finalists choosing to participate. The controversial addition reflects broader tensions in the modeling industry about AI’s role in potentially replacing human workers while offering new digital opportunities.

What you should know: The AI round requires contestants to work with technology company MirrorMe to create virtual avatars that can be pitched to brands and agencies.

• The contestant whose avatar secures the most commercial contracts advances to the final round.
• Models receive 10% of earnings from their avatar’s bookings, with the remainder going to MirrorMe and Miss England during a one-year contract period.
• After the contract expires, contestants can either continue working with MirrorMe or buy full rights to their avatar.

Why this matters: The pageant’s AI integration highlights growing concerns about artificial intelligence displacing human workers across creative industries.

• Trade union Bectu warns the technology could significantly harm other fashion industry workers, including makeup artists, lighting experts, and camera crews.
• AI avatars can promote brands in multiple languages across unlimited campaigns without requiring traditional production teams.

The big picture: Industry professionals are deeply divided on whether AI modeling represents progress or poses existential threats to human careers.

• Jessica Pliskin, a 23-year-old physics graduate and participant, believes AI will help her “adapt to the industry, rather than trying to avoid it and then get lost.”
• Model Harriet Webster counters that AI “erases real people” and warns: “If people are making models through AI, why would they pay real people for work?”

What they’re saying: Pageant organizers frame the AI round as educational and empowering, while critics emphasize authenticity concerns.

• “Each round is designed to test a different strength, ensuring the winner is a modern ambassador for England,” said Miss England director Angie Beasley.
• Contestant Phoebe Michaelides, who dropped out of the AI round, explained: “At the heart of pageantry is authenticity. I want people to connect with me as I am.”
• MirrorMe owner John Allard defended the business model: “This gives them an opportunity to spread their wings, not be exploited, control things and work in partnership.”

Key details: The AI round launch coincides with broader industry adoption of digital models in high-profile campaigns.

• An AI model named Seraphinne Vallora was featured in a Guess advertisement in US Vogue’s August print edition.
• Initially five contestants chose the AI round, but two withdrew after concerns from friends and family about AI dangers.
• Contestants have until October 3 to secure as many avatar contracts as possible.

Industry response: Professional organizations are calling for protective measures as AI adoption accelerates.

• Trade union Equity advocates for an “artist-centred approach to AI which safeguards their rights, including intellectual property and copyright.”
• The union emphasizes that “consent, transparency and fair remuneration for the artists whose image or performance is being used must be at the heart of the approach to AI.”