Zalando says 70% of Q4 campaign images are AI; H&M and About You split on digital twins
Practical_Dish2074 · reddit · 2026-10-21
An ecommerce content practitioner breaks down how three European fashion retailers took different AI imagery bets:
- Zalando: 70% of editorial campaign images in Q4 2024 were AI-generated.
- H&M: digital twins of 30 real models who consent and get paid like a normal shoot.
- About You: 90% of ecommerce production now runs through Scayle Studios AI workflows.
The insight: the debate fixates on campaigns, but budgets and jobs live in product imagery—weekly steady work for studio photographers and retouchers. Only About You's approach attacks that volume. The biggest untapped area is the long tail: low-volume SKUs that never justified on-model shoots and lived on flat-lays, where AI's first real impact numbers will show up.
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