From Runway to Render: How Zalando’s AI Models Are Redefining Fashion Marketing
Zalando is diving headfirst into generative AI, using the tech to drastically cut the time and cost of producing marketing imagery for its app and website. With AI-generated “digital twins” of models, the e-commerce giant can now swap long, expensive photoshoots for ultra-fast, budget-friendly visuals. According to VP of Content Solutions Matthias Haase, imagery production timelines have shrunk from 6–8 weeks to just 3–4 days, slashing costs by a whopping 90%. That speed means Zalando can now ride social media fashion trends in real-time, instead of missing the moment.
The company’s embrace of AI isn’t theoretical either—about 70% of Zalando’s editorial campaign images in Q4 2024 were AI-generated. These weren’t just placeholders; they featured heavily in campaigns summarizing the year’s top trends like “brat summer” and “mob wife.” By creating 3D digital replicas of models, Zalando can show the same virtual model across different touchpoints—from campaign creatives to product detail pages—without re-shooting. It's not just faster and cheaper—it’s also more consistent.
But what about the humans behind the lens? Haase is careful to position AI not as a job killer but as a tool. He acknowledges the anxiety among creatives but frames the shift as an evolution: photographers won’t be replaced, but they will need to adapt. His analogy? Creatives now have “six hands” instead of two. In other words, it’s less about extinction and more about augmentation—especially for fashion brands racing to stay culturally relevant on tighter budgets.
Read more at Business of Fashion.
