Fashion models are pushed to the sidelines as AI glam bots take over: ‘It’s about speedier content creation.

But all of that has dramatically changed with the rise of AI and the way the fashion world interacts with the consumer. On the back of brands like Mango implementing AI-generated models-better known as glam bots-for advertising campaigns, this new direction has turned into record profits for the brand and shifted toward the new normal for the way brands interact with the consumer via advertising.

A report by Bloomberg in early 2024 showed that AI models are significantly cheaper than human models. Whereas a human model would charge about $35 per hour, agencies now provide AI likenesses for a mere $29 per month.

According to most industry experts, the support that AI gave in the design process made it a facilitator of new creative ideas, whereas traditional designers were receiving some criticism because of the dependency on AI. In operation, Mango has been proactive over the last few years through relevant advanced technology investments-including machine learning systems that aim to boost operational efficiency.

The in-house team of engineers was tasked with training these AI systems along with creating what is called a “cohesive mood board” that captured the style and aesthetic that the brand is trying to convey. This involved training the AI on a broad range of images to create designs for every outfit.

Despite various negatives, such as that of moving away from the human presence entirely in fashion, Mango has not dragged its feet in such pursuits. The company announced that it will seriously expand its workforce and promised to increase the number of workers by as much as two-fold in the coming year.

Furthermore, the opening of more than 30 new store locations before the end of the next year will signal ambition on the market. Marco De Vincenzo also shared his optimistic view of the role of AI in fashion from the position of creative director of the Italian luxury brand Etro. He plans to utilize the technology in creating imagery for the brand’s spring 2024 ad campaign.

De Vincenzo added that AI was a new tool for creativity, but “the human touch” needed to be preserved in art. According to him, AI should only be considered as another way of expressing creativity and not as a replacement for designers and artists.

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