What: Mango is replacing some human models with AI-generated avatars in its advertising campaigns to accelerate content creation and reduce costs.

Why it is important: This move highlights the growing influence of AI in the fashion industry, not only in marketing but also in design processes. It signals a shift in the modelling industry while allowing Mango to compete more effectively with rivals like Zara and H&M by increasing operational efficiency.

Mango has started using AI-generated models in its advertising campaigns, replacing some human models to speed up content creation and reduce costs. The retailer's first AI-generated campaign was launched in July 2024, targeting teenage girls, with a recent follow-up campaign also focused on teens. Mango plans to extend this initiative to its women's and men's collections. The use of AI is not limited to marketing; it also plays a role in designing collections by providing fabric inspiration and creating clothing that fits the brand's aesthetic. This technological shift is part of a broader trend in the $2.5 trillion modelling industry, where brands like Levi Strauss & Co., Louis Vuitton, and Nike have already adopted similar approaches. Despite this automation, Mango continues to expand its workforce, particularly in the US, where it plans to double its employees by 2025 as part of its retail expansion strategy.

Mango uses AI models to speed up fast-fashion ads