AI Glam Bots Take the Spotlight: Redefining Fashion Ads with Speed and Innovation

Meet the faces of the future. Add fashion model to the growing list of professions potentially threatened by artificial intelligence, as fashion brands increasingly turn to this disruptive technology to revolutionize advertising. Fashion retailer Mango broke new ground in July 2024 by introducing AI-generated glam bots in its marketing campaigns, a move that coincided with the company reporting its highest revenues in four decades.

“It’s about faster content creation,” Mango CEO Toni Ruiz explained in an interview with Bloomberg.

This bold move was just the beginning. In November, Mango launched a new AI-driven campaign targeting teenagers, and Ruiz hinted at the possibility of expanding AI technology into its men’s and women’s collections in the future. The final decision is still pending, but Mango is not alone in embracing AI's transformative potential in advertising. According to Bloomberg, other major brands like Nike, Louis Vuitton, and Levi Strauss & Co. are also incorporating AI-generated models into their marketing strategies, reshaping a $2.5 trillion industry.

The Cost Advantage of AI Models

The appeal of AI in fashion advertising is not only in its efficiency but also its cost-effectiveness. Early 2024 reports highlighted the stark cost difference between AI models and human talent. While a real-life model may charge $35 per hour, agencies offering AI-generated lookalikes charge as little as $29 per month.

This affordability allows brands to allocate resources toward other innovative ventures while maintaining high-quality advertising. Despite this, the integration of AI in fashion has sparked debates among industry insiders. Proponents argue that AI is a tool for innovation, aiding the design process and enhancing creativity. Critics, however, express concern about the potential dehumanization of the industry.

Mango’s Strategic Approach to AI

Mango has been laying the groundwork for its AI initiatives for years. The company has heavily invested in next-generation technology, developing machine-learning platforms to optimize various aspects of its operations. According to Glossy, Mango's in-house engineering team works closely with these platforms to refine aesthetics and create cohesive campaigns.

Jordi álex Moreno, Mango’s Chief Technology Information Officer, detailed how AI-assisted mood boards were developed to match the brand’s desired aesthetics. These systems were “trained” using curated image sets, resulting in campaigns that seamlessly align?with Mango's style and vision. But countering criticism that this could be a shift away from real life, Moreno said Mango has short-term plans to double its current workforce. In the past three years, the company has opened 30 stores, and by the end of 2024 aims to have 42 and expand to nearly 70 by the end of 2025.

Balancing AI with Human Growth

Despite leaning into AI, Mango is actively expanding its human workforce, dispelling fears of an AI-driven shift away from real-life elements. Over the past three years, Mango has opened 30 new stores, with plans to increase that number to 42 by the end of 2024 and nearly 70 by the end of 2025. The company also aims to double its current workforce in the short term, blending technological advancements with traditional growth strategies.

The Future of Fashion Advertising

As AI glam bots continue to make waves in the fashion world, brands are discovering new ways to streamline operations, reduce costs, and captivate audiences. While the debate surrounding AI in fashion is far from settled, companies like Mango are proving that the technology is not a replacement for human creativity but rather a complement to it. In this era of rapid innovation, the fashion industry’s embrace of AI marks a pivotal moment. As brands like Mango expand their horizons, the question is no longer whether AI will shape the future of fashion but how deeply it will redefine the industry’s identity.

Sources:

Bloomberg on Mango’s AI Campaigns

Bloomberg on AI Model Costs

Glossy on Mango’s AI Investments