MANGO’s AI-Generated Campaign: A New Era in Fashion or Just a Trend?
Image Credit: Mango
Spanish fashion giant MANGO has recently introduced a revolutionary marketing campaign that has everyone talking. They’ve used artificial intelligence (AI) to create a stunning campaign for their new Sunset Dream collection, which is designed for Mango Teen. This campaign is entirely AI-generated, from the clothing to the virtual settings, making it a major talking point in the fashion industry.
Jordi Alex, Mango’s Chief Information Technology Officer, expressed his enthusiasm for the project: “Artificial intelligence is a technological revolution that presents great opportunities. It should act as a co-pilot to extend the capabilities of our employees and amplify our creativity. Technology will either make us more human or it won’t,” he remarked.
Sohil Karia, Co-Founder of Schbang, shared insights on LinkedIn about how Mango pulled this off: They started by photographing the actual garments. Then, they trained an AI model to “wear” these clothes, creating various poses and virtual settings. Finally, they manually refined the images for maximum realism.
“I’m impressed with how consistent and high-quality the AI-generated images are. They look really convincing to the average consumer.” He also noted that using AI could cut costs significantly compared to traditional fashion shoots, which involve hiring models, makeup artists, and photographers. This could make high-quality visuals more accessible for smaller brands.
However, not everyone is on board. Vireshwar Das, a Campaign and Account Manager, pointed out, “The images feel stiff and lack character. AI-generated photography, while impressive, still can’t match the warmth of real photography unless the same budget is used.”
On the other hand, Anuraag S. argued that many traditional models also lack distinctiveness, suggesting that AI might offer a fresh alternative. “Most models carry the same expression everywhere,” he said.
Transparency in AI-generated content is another concern. Kanish Jain from Bharat Mavens highlighted, “Managing and regulating AI-created images could become a huge task. But if the final product drives consumer purchases, does it really matter if it’s AI-generated?”
MANGO’s AI campaign is part of a larger strategy to weave AI into their operations. Since 2018, they’ve developed over 15 AI platforms for various functions. These tools help with everything from setting prices to personalizing shopping experiences.
SheSight’s Take
At SheSight, we think Mango’s use of AI is both exciting and important. It’s great to see brands experimenting with new technologies, but it’s also crucial to ensure that AI doesn’t reinforce biases or create unrealistic standards.
As the fashion industry grapples with these new developments, several questions remain: What are the long-term implications for models, photographers, and other creative professionals in the industry? Can AI truly capture the essence and creativity of human-generated content?
As technology continues to evolve, it’s likely that more brands will experiment with AI, challenging traditional norms and opening new possibilities in the world of fashion marketing. We invite our readers to share their thoughts on this development. Do you see AI as the future of fashion marketing, or do you have concerns about its impact on creativity and human involvement in the industry?
Neethu Paul, Staff Reporter
