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Stock impact report

Zara turns to AI to generate fashion imagery using real-life models [BNN Bloomberg (Canada)]

INDUSTRIA DSNO UNSP/ADR (IDEXY) 
Company Research Source: BNN Bloomberg
Zara's AI experimentation follows Swedish rival H&M, which earlier this year said it had created AI clones of models to use in marketing. European online fashion retailer Zalando is also using AI to create imagery faster. “We are using artificial intelligence only to complement our existing processes,” a spokesperson for Zara owner Inditex said in a statement. “We work collaboratively with our valued models – agreeing any aspect on a mutual basis – and compensate in line with industry best practice.” Zara's move was first reported by London business-focused newspaper CityAM, which cited an unnamed model saying Zara asked for approval to edit images of them with AI to show different items, and that they were paid the same amount as if they had traveled for another photo shoot. H&M and Zalando, like Inditex, have said AI would complement their creative teams' processes and help them be more efficient rather than replacing them, downplaying the risk to photographers and production Show less Read more
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