After an initial test in July, Mango is leaving its entire campaign for its new teen collection to AI models this autumn. Major brands such as Levi’s, Louis Vuitton and Nike also already used AI-generated models, sparking both enthusiasm and controversy.
Efficiency versus authenticity
Artificial intelligence (AI) is increasingly penetrating the fashion industry, especially in the field of model photography. Mango recently launched an AI-generated campaign for teenagers and is considering extending the technology to other collections. The Spanish fashion company claims the benefits are obvious.
Just what are the benefits? Foremost, CEO Toni Ruiz praises quicker content creation. Although the price advantage is also undeniable: not only are AI models significantly cheaper than their human counterparts, companies also save on make-up artists, photographers, set design and all other supplies. AI agencies already offer subscriptions to virtual models for as little as 29 euros a month.
Moreover, AI models make it easier for brands to show diversity in their campaigns: without extensive casting, all sizes and ethnic backgrounds are immediately available. This is also why Levi’s campaigned with AI models last year.
