The Miss England pageant, long known for stirring debate—from its now-discontinued swimwear round to evolving judging criteria—has once again found itself in the spotlight. This year, it introduced a groundbreaking and controversial new category: the AI round.
In this new addition, contestants who reach the semi-finals can opt to participate by creating an AI-generated version of themselves. Partnering with tech firms, each contestant’s avatar is designed to be as realistic as possible. The goal? To book the most commercial contracts through their digital counterpart. The contestant whose AI model secures the highest number of brand deals will earn a place in the final.
Out of 32 semi-finalists, only three chose to compete in the AI round, raising questions about its appeal and impact. While some see it as an innovative move reflecting the future of the modelling industry, others remain skeptical about what it means for authenticity, beauty standards, and fair competition.
One of the few who embraced the challenge is 23-year-old Jessica Pliskin, a physics master’s graduate from the University of Bristol. She sees the avatar not just as a digital likeness but as a professional asset. “The modelling industry is going to change,” she said, “but I think that this is something that will help me.” Jessica believes that embracing AI could open doors and allow models like her to adapt to an increasingly digital fashion world.
Still, the AI round has sparked wider debate. Is it progressive, offering new tools for models to expand their reach and income? Or is it dangerous—potentially encouraging a world where virtual perfection overshadows real people?
Critics worry this could blur the line between genuine representation and artificial ideals, undermining the human element of beauty contests. Others question whether booking contracts via an AI avatar is a fair metric for judging a model’s talent or appeal.
Ultimately, Miss England’s AI round may be a glimpse into the future of fashion and pageantry. Whether it empowers or erodes the essence of real-world modelling remains to be seen—but it’s clear the industry is evolving fast.
