Forget for one moment the complex interplay between technological advancement and traditional creative processes in the fashion industry, and have a look at Mango’s first AI-generated campaign.
The Spanish high street giant has shrugged off any concerns about AI potentially homogenising fashion imagery, unveiling an AI-generated campaign for its new teen line.
“This initiative reflects our continued commitment to innovation in the fashion world,” Jordi Alex, Chief Information Technology Officer at Mango said in a statement emailed to FashionUnited. “AI is a technological revolution with great opportunities that should act as a co-pilot to extend the capabilities of our employees” he adds.
A variety of internal teams collaborated on the development of the campaign, including Mango Teen’s design, art and styling, dataset and AI model training and its photography studio, among others, Mango said. There are, however, ethical considerations with AI models, as they may perpetuate biases present in various data sets, potentially reinforcing unrealistic beauty standards or lack of diversity.
While Mango has disclosed the use of AI, some consumers may still feel confused if they cannot easily distinguish between AI-generated and traditional campaign images.
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