European online fashion retailer Zalando is actively using generative artificial intelligence to accelerate marketing campaigns and reduce expenses.

According to the company, AI enables image production in just 3–4 days instead of the usual 6–8 weeks, lowering costs by 90%. This is crucial for quickly responding to fast-changing fashion trends from social media.

In the fourth quarter of last year, about 70% of Zalando’s campaign visuals were generated by AI, including those used to illustrate fashion trends like “brat summer,” “mob wife,” and double denim.

The company is also creating digital twins of models — 3D replicas that can be used across the app without the need for additional photo shoots. Sweden’s H&M previously tested a similar solution.

According to Matthias Haase, Vice President of Content Solutions at Zalando, AI won’t replace creative professionals but will transform their work: “Creative people fear that AI will make them obsolete. I don’t think so. Now creative minds have not just two hands, but six.”