Zalando, European leader in online clothing, has successfully adopted generative artificial intelligence for the production of key images in its marketing campaigns. Thanks to this technology, the German company is able to quickly respond to fashion trends, often short-lived, that spread rapidly on social media.
Innovation is not limited to speed: Zalando also generates digital twins – virtual representations of the models – to enrich and diversify promotional campaigns.
This new approach has led to significant results. First of all, the company is now able to develop high-quality images in extremely reduced times compared to the past. Furthermore, the costs related to content production have decreased significantly, profoundly changing the internal processes.
“`htmlSummary
Reduction of time and costs: a decisive change thanks to AI
“`Matthias Haase, Vice President of Content Solutions at Zalando, emphasized that AI allows the company to be much more reactive to market needs. Haase explained that the great value of artificial intelligence does not lie so much in creating “better” content compared to that produced by people, but rather in generating innovative and relevant images for Zalando’s audience.
In operational terms, AI technology has drastically reduced the time to produce images: from six to eight weeks to only three or four days. An impressive result that allows Zalando to prepare faster and more flexible campaigns, adapting to a constantly evolving fashion scenario increasingly influenced by social dynamics.
But the revolution is not limited to time. From an economic point of view, the company has achieved a 90% cost reduction, a benefit that positively impacts the balance sheet and global competitiveness. These data indicate how artificial intelligence is becoming a strategic factor not only for operational efficiency but also for improving the return on investment in marketing.
The spread of artificial intelligence in Zalando’s campaigns
In the fourth quarter of last year, about 70% of the images used in Zalando’s editorial campaigns were produced thanks to AI-based systems. This high percentage demonstrates the level of integration of technology in the company’s creative processes and highlights the growing importance of automated solutions in a sector traditionally very manual and artisanal like the production of visual fashion content.
Furthermore, Zalando is at the forefront in the use of RAG (Retrieval-Augmented Generation) technology, which combines content generation with the integration of external data and information. This type of technology allows for the creation of even more personalized images and content in line with customer needs, multiplying the possibilities for innovation in digital marketing.
Digital twins: an innovation for the fashion sector
One of the most interesting aspects of using AI in Zalando concerns the so-called digital twins, which are virtual replicas of human models, artificially created for advertising campaigns. These twins allow for experimentation with images and outfits in a flexible way, without necessarily having to organize complicated photo sessions or involve real models for every shot.
Zalando is not the only one betting on this innovation. The Swedish H&M, for example, has recently collaborated with a modeling agency to create its own digital twins, demonstrating how this technology is beginning to transform the fashion retail sector at an international level. This indicates a strong trend destined to extend rapidly, thanks to the efficiency and exposure advantages of the campaigns.
Concrete impacts on marketing and business strategies
The use of artificial intelligence by Zalando helps make advertising campaigns more agile and adaptable. The ability to quickly produce updated visual content allows the company to ride emerging trends, often originating on social media, without wasting valuable time.
Furthermore, the adoption of AI generates significant economic savings that allow for the reallocation of resources and investments towards other strategic activities, such as the personalization of the customer experience or expansion into new digital markets.
It should be noted that the company focuses on technological innovation while maintaining a strong customer orientation: the goal is not to replace the human contribution but to support creativity with advanced tools, thus increasing the relevance and modernity of the contents.
Future prospects of Zalando and insights for the online fashion sector with AI
Zalando demonstrates how artificial intelligence is redefining the boundaries of marketing in fashion e-commerce. The integration of AI in content generation could lead to a further evolution of promotional strategies, with campaigns that are increasingly personalized, dynamic, and sustainable in terms of costs and time.
However, it is not specified how the company intends to further develop this approach in the medium to long term, nor what the next innovations in the pipeline will be. The biggest challenge will probably be finding the ideal balance between technology and human creativity, while maintaining high quality and authenticity of the messages conveyed to consumers.
Zalando confirms that the intelligent adoption of AI in marketing can radically transform such a competitive sector, offering concrete advantages in terms of speed, costs, and innovation. Online fashion companies would do well to closely observe this experience, considering it a useful model from which to draw inspiration for their own digital strategies.
