The Spanish fast fashion brand Zara is actively using artificial intelligence (AI) technology to digitally edit model photos, aiming to cope with intense market competition. The company uses the existing photos of models, with their consent, and uses AI to "dress" them in new clothing styles, placing the models in virtual scenes. This innovative approach has significantly reduced the cost and time required for photography and has redefined the production process of fashion photography.
Compared to traditional photography, Zara's use of AI eliminates the need for physical shooting locations, equipment, and professional teams. This efficient operation method saves the brand considerable costs. However, professionals in the industry face challenges. Several models interviewed by City AM stated that they receive the same payment for AI creation as for actual photography, but traditional roles such as photographers, makeup artists, and stylists may be excluded in this process, leading to loss of job opportunities.
In response to external criticisms, Zara emphasized that AI technology will serve as a complement to traditional photography, not a complete replacement. Meanwhile, Zara's sales dropped to the lowest point in six months in November last year, indicating the pressure the company faces during its transformation. In addition, Zara is not the only brand exploring this area; its competitors H&M and Zalando have also launched similar AI programs this year, aiming to create digital identities for models. These actions indicate that the fashion industry is gradually entering a new era driven by technology.
Key points:
🌟 Zara uses AI technology to digitally edit model photos, significantly saving costs and time.
📸 Professionals such as traditional photographers and makeup artists may face the risk of unemployment.
🚀 The fashion industry is undergoing a technology-driven transformation, with brands like H&M and Zalando also exploring similar AI programs.
