Fashion retailer Mango is shifting gears in the world of advertising by embracing AI-generated avatars, replacing some of its human models with virtual ones.
This move is aimed at speeding up the content creation process, as the company looks to keep pace with its competitors in the fast-fashion industry.
CEO Toni Ruiz explained,
"It’s about faster content creation."
Mango's adoption of AI follows a broader trend in the $2.5 trillion fashion industry, where rapid production and quick responses to emerging trends are key.
Retail giants like Zara, H&M, and now Mango, are under pressure to remain competitive.
With AI models costing a fraction of the price of human models, it’s clear why this shift is gaining traction.
While a real-life model can charge around $35 an hour, AI-generated models can be used for as little as $29 a month, making the technology an appealing choice for cost-conscious brands.
Mango's first AI-driven campaign debuted in July, showcasing a limited-edition collection aimed at teen girls.
Last month, the company rolled out another teen-focused AI ad campaign, with plans to expand the use of virtual models to their men’s and women’s collections.
"It’s a step towards efficiency and scalability," Ruiz said, explaining the brand’s drive to implement AI across various business operations, including design.
AI's influence at Mango goes beyond marketing.
The company is also using the technology to help design collections, with machines now capable of suggesting fabrics and even creating clothing that fits within Mango’s established aesthetic.
In collaboration with the in-house engineering team, AI helps compile mood boards and train models for each outfit, offering valuable assistance in the design process.
Jordi Álex Moreno, Mango’s chief technology officer, said:
“AI should serve as a co-pilot to amplify our employees’ capabilities and creativity, speeding up repetitive tasks.”
This approach allows designers to focus more on creativity and less on the mundane aspects of their jobs.
Despite the growing reliance on AI, Mango insists that the technology won’t replace human jobs entirely.
The company plans to double its workforce in the US by 2025, aiming for nearly 70 stores by the end of 2025, up from 42 this year.
Moreno reassures that the use of AI is about collaboration, not replacement:
“It is an excellent example of teamwork between human handcrafted intelligence and digital intelligence.”
Even as AI plays a larger role in business, Mango maintains its commitment to human workers, ensuring that people remain central to the company’s long-term vision.
Some designers have expressed excitement about the possibilities AI presents for creative expression.
Marco De Vincenzo, creative director for the luxury brand Etro, shared his positive experience with AI in the creation of his spring 2024 campaign.
"From a creative point of view, it was amazing," he said, praising the technology for enabling him to craft images featuring stunning models in surreal, sci-fi landscapes.
While De Vincenzo acknowledges the importance of "the human touch" in the creative process, he believes that AI is simply a new tool for artistic expression:
“AI is just a new method to express creativity. Why not use it?”
With brands like Louis Vuitton, Levi Strauss & Co., and Nike already experimenting with AI-generated models, it’s clear that AI is making a significant impact on the fashion industry’s advertising strategies.
The financial savings from using AI models—often a fraction of the cost of their human counterparts—are driving more brands to explore this option.
As AI technology continues to evolve, it’s likely that more fashion companies will follow Mango’s lead, reducing reliance on human models to streamline their advertising efforts and cut costs.
The question now is whether the industry can balance the creativity of human designers and models with the efficiency of AI, or if this technological leap will reshape the workforce entirely.
With AI already ingrained in marketing, design, and content creation, it may only be a matter of time before its influence becomes even more pervasive.
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