Generative AI is considered a game changer in content creation, but apart from a few one-off campaigns, brands and retailers are still quite cautious. The Spanish fast fashion chain Mango has now created its entire campaign using Generative AI and established internal GenAI production processes for upcoming collections.
Last week, a Miss AI pageant was held for the first time, and Kenza Layli won the competition. The newly crowned Miss AI is, of course not a real person, but a computer-generated virtual figure. However, the Miss AI award went to the creator Zara Shatavari, who used AI image programs such as Midjourney or Dall-E to create what she considers to be the perfect influencer.
But GenAI isn’t just for nerds and computer artists; it’s also revolutionizing content creation for digital campaigns, including for digital signage. The Spanish fashion brand Mango now launched its first entirely generated campaign. All creatives for the Mango Teen Sunset Dream Collection were developed using AI tools.
Various internal teams collaborated on developing the campaign, including Mango Teen design, art and styling, data and AI model training, and the photo studio. The creation process started with photographing each garment in the collection.
Using these real photos, a generative AI model was trained to generate images by placing the garments on a model. The primary challenge during this phase was achieving editorial-quality images akin to a fashion campaign while preserving the distinct features of both the garment and the model. After generating the images using AI, the Mango team selected, retouched, edited, and finalized them in the photo studio.
AI Tools not limited to content creation
For Mango, developing and using generative AI is a strategic goal. Since 2018, they have developed over fifteen machine learning platforms that integrate artificial intelligence across various aspects of their value chain, including pricing and personalization.
Mango also utilizes an image generative AI platform to assist the design and product teams in exploring various concepts collaboratively for creating prints, fabrics, and garments. This platform also aids in seeking inspiration for shop window displays, retail architecture, and interior design. Other notable platforms include those for pricing policy, product recommendations for customers, and enhancing customer service across more than sixty countries and in over twenty languages.
The Mango Teen Sunset Dream Collection will not be a one-off, as Mango has launched new production processes to use Generative AI on a broader basis.
GenAI is not just prominent in the fashion sector; Ikea is also heavily involved. Over half of all customer inquiries are currently handled automatically by a GenAI bot. In digital signage content development, GenAI has the potential to greatly reduce production costs. It will be interesting to observe how other brands and retailers adopt similar approaches in the future.
