How Fashion Brands Are Using AI Models to Scale Creativity
Artificial intelligence is reshaping the fashion and beauty industry in ways that go far beyond chatbots or recommendation engines. One of the most visible shifts is the rise of AI generated models, avatars and digital twins that allow brands to create more content, in more formats, at a fraction of the traditional cost.
For brand managers and marketing leaders, the value is clear. These tools can extend the lifespan of existing assets, unlock creative possibilities, and compress campaign timelines from weeks to days. But consumer reception is mixed, with some welcoming innovation and others questioning authenticity. Understanding the landscape and knowing how to use AI responsibly is now essential.
From Experiment to Everyday Practice
Virtual influencers and AI models have matured into a practical part of brand workflows rather than futuristic experiments. Fashion retailers are already generating editorial images at scale through AI, creating digital replicas of human models, and using generative video to turn stills into short motion content.
At the same time, customer trust is fragile. When Levi’s piloted AI models to show greater diversity, it faced criticism from consumers who questioned why real models were not hired instead³. Other brands have learned that transparency, consent and clear positioning are critical when deploying AI-generated content.
Despite these concerns, the commercial benefits are difficult to ignore. AI promises speed, efficiency and flexibility. The challenge for marketers is to balance these gains with the need for authenticity and ethical use.
Zalando Cuts Campaign Timelines from Weeks to Days
Retailer Zalando has adopted generative AI to produce editorial images and digital twins of models. They report that about 70% of their recent campaign imagery was generated with AI, reducing content production timelines from six to eight weeks down to three to four days, while cutting associated costs by roughly 90%¹.
Zalando’s approach includes using AI to create visual consistency across campaigns, with digital twins allowing the same model’s likeness to be reused in different environments and product shots without new photoshoots. The brand emphasises that AI content does not replace human creativity but augments it, freeing human teams to focus on concept, art direction and narrative rather than repetitive work. Engagement with customers reportedly increased when imagery was more aligned with fast moving social trends, thanks to faster production.
Milaner Luxury Brand’s On-Model Imagery
Luxury brand Milaner, known for artisanal bags and accessories, partnered with Vue.ai to implement AI powered on model imagery. Previously, Milaner’s product images showed many bags without someone carrying them, which limited customers’ ability to understand scale, shape or how straps drape when worn.
Using AI, Milaner transformed basic product photos into realistic on model visuals. They were able to display bags being carried by digital models in variable poses and lighting, all at a lower cost and faster delivery. The implementation resulted in a 157% lift in conversion rate and a 40% increase in engagement, while producing imagery at about five times speed and only a quarter of the traditional cost⁴. For Milaner, the visual upgrade also helped communicate quality and authenticity of craftsmanship, which are critical in the luxury segment.
H&M Builds Digital Clones of Real Talent
Fast fashion giant H&M is also experimenting with creating AI twins of its human models. Working with model agencies, the brand feeds multiple reference images of real models into an AI system, generating digital versions that can then be dressed in different outfits and poses².
H&M is careful to emphasise that this process is consensual and that models are compensated when their digital likeness is used. The approach promises to reduce costs and logistical complexity, with no need for constant reshoots, while ensuring that models’ appearances remain consistent across campaigns. However, the brand has acknowledged it is still navigating how to integrate this technology without disrupting jobs for photographers, stylists and human talent.
What Marketers Should Take Away
The rise of AI models and avatars does not mean human talent is going away. Instead, it points to a hybrid future where human and virtual work side by side. Brands can use AI to scale content production, generate diverse representations, and extend assets into new formats, while still relying on human authenticity for flagship campaigns and brand defining moments.
The lesson is clear: brands that experiment early will find efficiencies and learn how to deploy AI responsibly. Those that hesitate risk being outpaced by faster, more agile competitors.
At Bravada, we help fashion and beauty brands integrate AI into their marketing strategies without losing sight of authenticity and performance. From pilot projects with AI generated content to scaling campaigns through smarter tools, we ensure innovation works in service of business goals.
Want to see how AI could fit into your content roadmap? Email us at hello@bravada-uk.com.
Sources
- Reuters – Zalando uses AI to speed up marketing campaigns, cut costs
- BBC – H&M to use digital clones of models in ads and social media
- The Guardian – Computer-generated inclusivity: fashion turns to ‘diverse’ AI models
- Vue.ai – Luxury fashion brand Milaner boosts conversions with AI powered on model imagery