Global fashion retailer Zara is reportedly testing the application of generative artificial intelligence (AI) in its daily retail operations, with an initial focus on product imagery. This practice involves using AI to create new images of real models wearing different outfits, based on existing photoshoots.
This move highlights a quiet transformation in retail workflows, particularly in an area that rarely receives significant attention in technology discussions. While AI plays a role in generating visual variations, the involvement of human models remains an integral part of the content creation process.