One photo shoot, hundreds of outfits: Zara unleashes AI on real models

Zara uses artificial intelligence to create images of real models in different outfits, to speed up the production of campaign images.

“As a supplement”

“We only use artificial intelligence to supplement our existing processes,” said a spokesperson for Zara owner Inditex in a statement to Reuters. The fashion group was responding to reports that Zara had asked a model for permission to edit images of them using AI so that several items could be shown. According to the anonymous testimony, the models are paid the same amount they would receive for additional photo shoots.

Earlier this year, H&M announced that it was using AI clones of models for marketing purposes. Zalando also uses AI to create images more quickly. Like Inditex, these fashion players emphasize that AI supports creative teams and increases efficiency, rather than replacing them. Nevertheless, the British Association of Photographers warns that AI will reduce the number of assignments for photographers, models, and production teams.

Consumers are also making it clear that a balance still needs to be found when it comes to AI-generated images. In the Netherlands, McDonald’s was forced to withdraw its Christmas television commercial after the ad received a barrage of criticism. The video was made entirely with artificial intelligence, but consumers felt it came across as unnatural and overly clichéd as a result.