Zalando, Head of Europe In online clothingsuccessfully adopted Generative artificial intelligence For making key images in its marketing campaigns. Thanks to this technology, the German company quickly responded to fashion trends, often short -lived, which spread quickly on social media.
Innovation is not limited to speed: Zalando also develops Digital twins – Virtual representation of models – to enrich and vary – promote promotion campaigns.
This new approach leads to significant results. First of all, the company now can develop high quality images at a super-reduced time compared to the past. Moreover, the costs related to content manufacture are significantly reduced, in -depth change of internal processes.
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Time and Cost Reduction: A decisive change thanks to AI
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Matthias Haase, Vice President of Content Solutions in Zalando, emphasized that AI allows the company more reactive to market needs. Haase explained that the large amount of artificial intelligence does not lie in the creation of “better” content compared to what people have done, but rather in developing modern and relevant Images for Zalando's audience.
In terms of operation, AI technology drastically reduced the time to generate images: from six to eight weeks to three or four days. A wonderful result that allows Zalando to prepare faster and more flexible campaigns, adapting to an ongoing emerging fashion scenario that is further 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 reductiona benefit that positively affects the sheet of balance and global competition. These data indicate how artificial intelligence becomes a strategic factor not only for operational efficiency but also for improving the return of marketing investment.
The spread of artificial intelligence in Zalando's campaigns
In the fourth quarter of last year, about 70% of images Used in Zalando's editorial campaigns is made thanks to AI -based systems. This high percentage shows the level of technology integration in the company's creative processes and highlights the growing importance of automatic solutions to a sector that is traditionally very man -made and artisanal such as making visual fashion content.
Moreover, Zalando is ahead of the use of Read . This type of technology provides for the creation of even more personalized images and content in accordance with customer needs, which increases the possibilities for changing digital marketing.
Digital Twins: an innovation for the fashion sector
One of the most interesting aspects of AI use in Zalando is concerned with the so-called digital twins, which are virtual replicas of human models, who are artificially created for advertising campaigns. These twins allow for the experiment with images and outfits in a flexible way, without having to organize complex photo sessions or involve real models for each shot.
Zalando is not the only bet on this modern. Swedish H&M, for example, has recently co -worked with a modeling agency to create its own digital twins, showing how this technology begins to transform the fashion sector to a international level. This indicates a strong trend reserved to quickly expand, thanks to the efficiency and exposure of the advantages of campaigns.
Concrete effects on marketing and business techniques
Using Zalando's artificial intelligence helps make advertising campaigns more adjustable and adjustable. The ability to quickly produce that updated visual content gives the company a ride on emerging trends, which often come from social media, without waste of valuable time.
Moreover, Ai adoption generates significant economic savings It allows reality of resources and investments towards other strategic activities, such as personalizing customer experience or expanding in new digital markets.
It should be noted that the company focuses on modern technology 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 Zalando prospects and views for online fashion sector with AI
Zalando shows how Artificial intelligence will redefine marketing boundaries in fashion e-commerce. AI integration with the generation of content can lead to an additional evolution of promotional techniques, with campaigns increasingly personalized, dynamic, and preserved in terms of costs and time.
However, it is not specified how the company aims to further develop this procedure in medium to long -term time, or what will be the next pipeline changes. The biggest challenge is to find a perfect balance between human technology and creativity, while maintaining the high quality and authenticity of the messages sent to consumers.
Zalando confirms that the intelligent AI adoption of marketing can radically change such a competitive sector, which offers concrete advantages in terms of speed, cost, and change. Online fashion companies are great to observe this experience, considering it a unique model from which to draw inspiration for their own digital techniques.
