Companies

Mango launches first campaign entirely generated by AI

Jul 24, 2024 Spain

The Spanish fashion group has used generative AI to create a campaign for the limited-edition Sunset Dream collection of its youth line. The initiative underlines the company’s commitment to innovation

As part of the ‘Earn’ lever of its 2024-2026 strategic plan, which aims to create value through technological development, data management and operational excellence, Mango has created a campaign generated entirely by generative AI for the limited-edition Sunset Dream collection of its youth line. To achieve this, several internal teams worked together, including Mango Teen’s design, art and styling, data set and AI model training and photography studio. The campaign is already available in 95 markets.

“This initiative reflects our continued commitment to innovation and being on the cutting edge in the fashion world. Artificial intelligence is a technological revolution that presents great opportunities that should act as a co-pilot to extend the capabilities of our employees and further amplify our creativity. Because technology will either make us more human or it won’t”, commented Jordi Alex, Chief Information Technology Officer at Mango.

This isn’t the Spanish group’s first adventure in AI. Underlining its commitment to innovation, Mango has developed more than fifteen machine learning platforms (MLE) since 2018, applying artificial intelligence to different points of its value chain, such as pricing and personalisation, such as pricing and personalisation, among others.

Image Credits: mangofashiongroup.com

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