Zalando Uses AI to Speed Up Marketing Campaigns, Cut Costs
European online fashion retailer Zalando is using generative artificial intelligence to produce imagery faster for its app and website, it said on Wednesday, as AI shakes up the fashion industry and cuts costs.
Zalando, which sells branded clothes, shoes, and accessories across 25 markets in Europe, is using AI to produce imagery quickly enough to respond to short-lived fashion trends spread on social media. It is also developing AI-generated "digital twins" of models to use in its marketing.
"We are using AI to be able to be reactive," Matthias Haase, vice president of content solutions at Zalando, told Reuters in an interview.
Using generative AI cuts the time needed to produce imagery to around three to four days from six to eight weeks, and reduces costs by 90%, Haase said, adding the AI-generated content drives greater engagement from customers.
"It's not because of AI content that is better than human-created content, it is really about how new, how relevant it is to our customers," Haase added.
Around 70% of Zalando's editorial campaign images were AI-generated in the fourth quarter of last year as it has increased use of the technology. AI-generated images illustrated Zalando's recap of the year's biggest trends, including "brat summer", "mob wife", and double denim.
For an industry used to costly, meticulously planned fashion shoots on sets or in far-flung locations, the prospect of using AI to speed up production and use marketing money more efficiently is of particular appeal to retailers with far smaller budgets than the big, luxury players.
Zalando is the latest retailer to try out AI-generated digital twins of models, after Sweden's H&M in March said it created digital twins in collaboration with a modelling agency.
The AI-generated three-dimensional replicas enable Zalando to feature a model in a campaign and show an exact replica of that model in the app's product pages, without needing to take hundreds of photos.
Asked how generative AI could affect job prospects for fashion photographers, Haase said traditional fashion shoots will still be needed, but that photographers and other creatives will also have to adapt to using AI tools.
"Creative people fear that AI makes creatives redundant," Haase said. "I don't see that at all, to be honest... I see it rather that creative minds have now, instead of two hands, six hands."
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Asharq Al-Awsat
17 hours ago
- Asharq Al-Awsat
NATO Chief Urges 400% Increase in Alliance's Air Defense
NATO Secretary General Mark Rutte on Monday was due to urge a "400-percent increase" in the transatlantic alliance's air and missile defense capacities in response to the threat from Russia. "We see in Ukraine how Russia delivers terror from above, so we will strengthen the shield that protects our skies," Rutte was due to say in a speech to the Chatham House think-tank in London, according to comments quoted in a statement. To maintain credible deterrence and defense, he was to say that NATO needs "a 400-percent increase in air and missile defense". His comments come ahead of a NATO summit in the Netherlands this month where US President Donald Trump is pressuring alliance members to announce a major boost in their military budgets. Trump is pushing NATO members to increase their defense spending to five percent of their gross domestic product (GDP), up from the current target of two percent. US Secretary of Defense Pete Hegseth said last week in Brussels that the allies were close to an agreement on the five-percent target, which could be formalized at the summit in The Hague. NATO members have been scrambling to bolster their defense capabilities since Russia launched its war against Ukraine in February 2022. "Danger will not disappear even when the war in Ukraine ends," Rutte was to say, according to AFP. "We need a quantum leap in our collective defense... We must have more forces and capabilities to implement our defense plans in full." "Our militaries also need thousands more armored vehicles and tanks, millions more artillery shells." Rutte will visit London next week, where he is expected to welcome Britain's new defense strategy. Britain announced plans last week to build up to 12 nuclear-powered attack submarines and six munitions factories to rearm the country in response to Russia's invasion of Ukraine.
Asharq Al-Awsat
17 hours ago
- Asharq Al-Awsat
L'Oreal Buys British Skincare Brand Medik8
L'Oreal is to acquire British skincare brand Medik8, its owner, Britain-based private equity firm Inflexion, said on Monday, boosting the French cosmetics giant's offering in the fast-growing dermatological skincare market. The size of the deal was not disclosed. Medik8 focuses on vitamin A-based anti-aging creams and serums. "The partnership with L'Oreal will allow Medik8 to deepen its presence in existing markets and expand globally. As part of the transaction, Inflexion will retain a minority shareholding in Medik8," the private equity firm said in a statement. L'Oreal's dermatological beauty division, which includes major brands like CeraVe, La Roche-Posay, and SkinCeuticals, has been its fastest growing in recent years, reaching revenues of 7 billion euros ($7.99 billion) last year, after growing almost 10% on the year before. The business, which also has the highest profit margin among its four divisions, has boomed on growing consumer interest in science-backed products, though growth has slowed recently due to rising competition. L'Oreal executives said this year they were pursuing acquisitions and looking to revive flagging growth. The company acquired Korean skincare brand, Dr.G, in December and also bought a minority stake in Oman-based perfume house Amourage last year.
Al Arabiya
a day ago
- Al Arabiya
France has approached Renault on drone production, carmaker says
France's defense ministry has approached Renault about the possibility of helping to manufacture drones, the automaker said on Sunday, after the ministry last week floated the idea French companies could help with production in Ukraine. 'We have been contacted by the defense ministry about the possibility of producing drones. Discussions have taken place, but no decision has been taken at this stage, as we are awaiting further details on this project from the ministry,' Renault said in a statement to Reuters. Earlier on Sunday, French news website Franceinfo reported the French carmaker was expected to produce drones in Ukraine. Asked about the report, the ministry told Reuters it was up to the carmaker, without naming it, to say whether it would participate. Also without naming any companies, Defense Minister Sebastien Lecornu told French news channel LCI on Friday that France would set up a partnership between a major French carmaker and a small defense firm to equip production lines in Ukraine for building drones. Drones have played a significant role in Ukraine's defense since Russia's full-scale invasion of the country in 2022, providing surveillance and strike capabilities that have shaped battlefield tactics against Russian forces.
