Zalando Revolutionizes Fashion Marketing with AI: Speeding Up Campaigns and Cutting Costs

Zalando Uses AI to Change Marketing Campaigns

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London, May 7, 2025 – Zalando, a major online fashion site in Europe, now uses generative artificial intelligence (AI) to create visual content. The new tool cuts time in half to make images and cuts costs a lot. This change affects how fashion marketing works in an era filled with social media trends.

Speeding Up Image Making

Matthias Haase, head of Content Solutions, said the new system cuts the time to produce images from six to eight weeks down to three to four days. The method helps the brand reply fast to trends on sites like Instagram and TikTok. Haase said the tool makes visual content that meets customer needs.

Cutting Costs and Boosting Interest

Zalando now spends 90% less on image production. Last season, about 70% of campaign images came from the AI system. The tool cuts spending and brings higher interest from viewers. Haase said the new images speak to customers with fresh looks.

"My work is not better with AI than with human work. The new look fits our customers," Haase said. This remark shows that quick and fresh images are key to connecting with buyers.

The Rise of Digital Twins

Zalando now tests ‘digital twins’ that work as 3D models of real people. The brand shows these twins on ads and product pages. The method cuts the need for long photoshoots and saves on travel costs. The tool also cuts waste in image production.

Zalando began this effort after a similar test by a Swedish brand that worked with a modeling agency at the start of the year.

Worries Over Job Loss

Some worry that this shift might cut jobs for fashion photographers. Haase says people with creative skills remain key. "I do not see AI making creative work redundant. Creative minds now use new tools as part of their work," he said. His words stress that photographers may change roles but are still needed.

As fashion changes with the help of new tools, Zalando shows that AI can cut costs and bring fresh style. This work now acts as a sign of future paths for brands in a fast-moving market.

For more updates on how AI changes retail trends, check back at Timely News.

This article was reported by Helen Reid and edited by Barbara Lewis at Reuters.