Inspiration is shaping how people shop — especially Gen Z, who expect a seamless, personal and visually rich experience.
Trends can emerge overnight and the ability to respond with high-quality, relevant content is becoming essential.
To meet this need, Zalando has scaled the use of AI-assisted tools across its content workflows. In the past six months, AI-driven content production has scaled, with approximately 70% of editorial campaign assets being AI-generated in Q4 2024.
“AI gives us the ability to move at the pace of culture, from spotting a trend to producing tailored content in under 24 hours. It’s like going from two hands to four. That kind of flexibility means our teams can stay creative, empowered and focused, while scaling content that’s timely, relevant and high quality,” said Matthias Haase, VP Content Solutions at Zalando.
As part of this evolution, Zalando is piloting the use of digital twins — high-fidelity 3D replicas of real models developed together with its Partner, ORENDT STUDIOS.
The digital twins are a realistic 3D representation, mirroring the appearance, shape and movement of the original model, allowing it to create high-quality visuals more efficiently while maintaining its standards for accuracy and authenticity. By pairing digital models with high-quality product photoshoots, it achieves a precise representation of each garment, from silhouette to fabric texture and logo placement.
Digital twins are an addition to its content toolkit, giving teams more flexibility while creating a more connected experience for customers. A real model might appear in an inspirational campaign, and the same recognisable presence can continue on detailed product pages, making it easier for customers to move from discovery to decision without losing that sense of connection.
Human involvement remains a key part of the process, from model scans to creative direction. All AI-supported content is carefully reviewed to ensure quality and transparency.
