The rise of artificial intelligence is shaking up various industries, and fashion modeling is not immune. As brands increasingly adopt this controversial technology, some companies are already experiencing significant financial gains. In a bold move to cut costs, Mango Clothing uses AI to replace some fashion models in its advertising campaigns. Fast fashion giant Mango is one of the first retailers to utilize AI-generated models in advertising. The initiative began in July, coinciding with the company reporting its highest revenues in 40 years. This move aims to streamline content creation, allowing for faster turnaround times for marketing materials.
Mango’s CEO, Toni Ruiz, emphasized the importance of speed in content production. He stated that the company has launched an AI-generated campaign specifically targeting teens this month. Looking ahead, Mango plans to incorporate these virtual models across all future collections.
Changing Advertising Norms
The fashion industry is witnessing a significant shift as Mango Clothing uses AI to replace some fashion models. Mango is part of a growing trend among companies reshaping advertising standards in a $2.5 trillion industry. Other major brands, including Nike, Louis Vuitton, and Levi Strauss & Co., are also exploring the potential of AI in their marketing strategies.
According to a report by Bloomberg, AI models are significantly cheaper than human models. For instance, a real model might charge around $35 per hour, while an AI-generated model can be accessed for approximately $29 per month.
Innovation Meets Efficiency
Industry experts argue that AI can enhance the design process and foster innovation, despite some backlash from designers who have resisted using technology in creative work. Mango claims its AI initiatives represent a commitment to innovation within the fashion sector.
The company has invested in advanced technology for years, developing machine learning platforms to improve various operational aspects. Jordi Álex Moreno, Mango’s chief technology information officer, explained that the in-house engineering team collaborated with AI to create a cohesive mood board. This process involved training AI with images corresponding to each outfit.
Balancing Technology and Humanity
Despite the shift towards AI, Mango intends to double its workforce in the short term, aiming to open over 30 new stores by the end of next year. Moreno highlighted the collaboration between human intelligence and digital technology. He believes that AI should enhance employees’ capabilities and allow them to focus on more valuable tasks.
Marco De Vincenzo, creative director for Italian luxury brand Etro, also shared positive views on AI’s role in fashion. He utilized AI to create striking images for the spring 2024 campaign, featuring models in breathtaking, sci-fi-inspired settings. While he acknowledged the benefits of AI in creativity, he underscored the importance of maintaining a human touch in the creative process.
Benefits of Using AI in Fashion Advertising
Mango Clothing uses AI to replace some fashion models, which could redefine standards in fashion advertising. One of the most appealing aspects of using AI in fashion advertising is the potential for cost savings. AI models can be produced and utilized at a fraction of the cost of human models. For example, a real model may charge around $35 per hour, whereas an AI-generated model can be accessed for approximately $29 per month. This drastic difference allows brands to allocate resources to other areas of their business, potentially leading to increased profitability. In the case of Mango, the use of AI coincided with record profits, suggesting that this strategy can be effective in driving sales.
AI can also significantly speed up the content creation process. With the ability to generate images quickly, brands can launch new campaigns in a fraction of the time it would take with human models. This adaptability is particularly beneficial in the fast-paced world of fashion, where trends can change rapidly. Thus, with the help of AI, companies can keep up with market demands and remain competitive.
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