Meet the faces of the future.
Add fashion modeling to the list of jobs threatened by the rise of artificial intelligence, as labels rush to employ the disruptive and controversial technology in their glossy ads – a move that could cost at least one major brand record profits. Is earning.
Fast fashion retailer Mango became one of the first to appear AI-generated glam bot in its ads in July – just days before the company reported its highest revenue in four decades.
“It’s about rapid content creation,” Mango CEO Tony Ruiz told Bloomberg.
This month, the company launched another AI-generated campaign for teens, and Ruiz said that in the future, the company plans to use surreal beauties for all of its collections.
Mango is one of a growing number of companies creating a new normal in advertising in a $2.5 trillion industry. Bloomberg named Nike, Louis Vuitton and Levi Strauss & Co. as some of the clothing brands now embracing the idea.
As of early 2024 report According to the outlet, the AI models cost a fraction of the bill for humans. For example, a real-life model may charge $35 per hour, while an agency may charge $29 per month to use their computer-generated doppelgangers,
Industry experts argue that AI can aid the design process for innovation – despite Other designers faced backlash Who have applied artificial intelligence in the manufacturing process.
according to shinyMango has been investing in next-generation technology for years, building machine learning platforms used in different aspects of the company to increase efficiency.
Jordi Alex Moreno, Mango’s chief technology information officer, told Bloomberg that the in-house engineering team created a “coherent mood board” to reflect the desired aesthetic before being “trained” using a set of images for each outfit. Cooperated with machines to compile.
Responding to criticism of moving away from real life, Moreno said Mango has short-term plans to double its current workforce, as the company plans to open more than 30 new storefronts by the end of next year.
“This is an excellent example of teamwork between human hand-crafted intelligence and digital intelligence,” Moreno told the Financial Times. “AI should serve as a co-pilot to enhance the capabilities and creativity of our employees, accelerating repetitive tasks so teams can spend more time on value-added tasks.”
Marco De Vincenzo, creative director of Italian luxury brand Etro, seemed equally excited about the role of AI in business – he used the new medium to create images for the spring 2024 campaign, which features incredible scenes straight from a sci-fi movie. Amazing models were shown in. ,
“From a creative point of view, it was wonderful,” De Vincenzo explained. financial TimesHowever he stressed that the “human touch” is still an important aspect of the creative process.
“It’s modifying reality, but that’s what every creative person does [person] Tries to do. It’s our job to try to escape and experiment every day. “Sometimes reality isn’t enough.”
He added: “AI is a new way of expressing creativity. Why not use it?”
