Fashion advertising at Mango – AI models wear the latest clothes
AI has long since arrived in advertising. Mango has launched an advertising campaign whose content was partly created by AI.
An AI model wears clothing that has been transferred to the body by AI.
(Image: Mango Blogbeitrag)
The fashion world is turning to AI, even in advertising. Fashion group Mango has launched an advertising campaign for its latest collection in which the clothes are real, but the models are not. They were generated by AI.
To match the real collection with the digital models, each item of clothing was photographed and an AI was trained with the images, as the company explains. In the final photos of the "Sunset Dream" advertising campaign, the garments are therefore not even real, but AI-generated - but are based on the real items. The Spanish company can use this technology to reduce costs that would otherwise be incurred in the production process. However, they refer to the technical progress and change that they want to keep up with as a brand.
Although Mango is not the first fashion company to use AI in advertising, it is the biggest to date. As Vogue reports, luxury brands such as Etro have previously tested similar approaches. Levi's has also already used computer-generated models in an advertising campaign. The company made the move with the aim of creating more diversity. Google offers an AI shopping function that is also intended to cover a wider range of models. A diffusion model is used for this, i.e. an image generator that transfers garments to different body shapes, sizes, skin colors and more. However, these are photos of real models who can be asked to try on items of clothing.
Victoria's Secret has chosen a different path, using an AI chatbot to help customers, for example. It advises on sizes and can find suitable products. VS uses Google's Vertex AI for this, the platform on which all customer AI applications run. Zalando has also already tested the integration of ChatGPT as an AI assistant for fashion advice.
Mango's AI advertising campaign is not an isolated case. According to the blog post, the company wants to integrate more "technological development" into its own corporate strategy in the coming years. In addition to virtual models, the company is already using artificial intelligence on its own website. There, it helps with pricing or creates personalized product recommendations for customers.
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