Is Zara’s New AI Move a Fashion Forward or a Digital Faux Pas?
If there’s one thing I love more than a fresh Zara drop, it’s a juicy bit of marketing tech gossip. But the latest news coming out of Inditex HQ has even the most seasoned digital marketers doing a double-take.
Word on the street (and via City AM) is that Zara is now using AI to digitally “re-dress” models. Instead of flying a crew to a sun-drenched location for every new season, they’re taking existing shots of human models and using AI to swap their outfits and backgrounds.
As retail sales growth in the UK hits a bit of a slump – up just 1.4% in November according to the BRC – it’s clear that the high street giants are feeling the pinch. But what does this mean for the future of the industry we love?
The Brand Perspective
For a powerhouse like Zara, the appeal of AI is obvious – operational discipline. In the fast-fashion world, time is literally money. AI-edited photos mean fewer shoots, zero travel costs and a lightning-fast turnaround for e-commerce listings.
The Margin Game
With non-food sales (like clothing) barely budging, brands are desperate to protect their margins. If you can populate an entire online catalogue without the overhead of a ten-person production team, why wouldn’t you?
The Risk
The danger here is losing the “soul” of the brand. We’ve all seen those AI-generated images that look just a bit too perfect (or just plain eerie). If the tech isn’t seamless, Zara risks looking cheap rather than chic.
The Creator Perspective
Interestingly, Zara is actually doing the right thing (for now). Models have reported being contacted for permission and, crucially, being paid the same fee as if they’d attended a physical shoot.
Passive Income for Models
For a freelancer, getting paid a full day rate to stay home while an AI “dresses” your digital likeness sounds like a dream. It respects the model’s image rights while keeping the industry moving.
The “Slippery Slope”
While fees are holding steady today, how long will that last? As AI tools become cheaper and more sophisticated, the “human” element becomes less essential. I have to wonder – will future contracts still offer those same high fees, or will “digital likeness rights” become a bargain-bin commodity?
A Complement, Not a Replacement?
Zara’s spokesperson insists this is a “supplement” to traditional shoots, not a replacement. And honestly, for the high-volume, low-creative world of e-commerce thumbnails, it makes a lot of sense.
However, as UK shoppers rein in their spending amid economic jitters and rising costs, the pressure to automate is only going to grow. For us marketers, it’s a reminder that tech is the tool, but the human connection is the brand. Zara is walking a fine line between innovation and automation. I’ll be watching very closely to see if the rest of the high street follows suit.
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If you enjoy my blogs, you might be curious about my background. I’ve worked in PR and Marketing since 1993. Later, in 1999, I founded a full-service agency and spent the next 24 years successfully growing it. During that time, I had the privilege of partnering with some of the biggest blue-chip brands in the UK and learned extensively from the exceptional marketing professionals I met along the way. Then, in 2023, the management team I built successfully acquired my agency, 8848, setting me free to pursue new passions.
Now, my love of marketing and communications powers our own family venture: a retreat of holiday cottages in the Peak District. I love making brands look and work better, and consequently, in just a few short years, we’ve driven significant growth. In fact, thanks to my focus on SEO, we consistently rank on page one for most key regional search terms, making 2025 our busiest year yet.
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